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Front Row bets on the continued K-beauty craze with the opening of a new office in Seoul

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Front Row bets on the continued K-beauty craze with the opening of a new office in Seoul

On Thursday, the e-commerce and branding agency Front Row announced the opening of a new Seoul office to service K-beauty brands aiming to grow their presence in the U.S. market. 

Headed by Jinny Kim, Front Row’s svp Korea, the Seoul office will work with local brands to offer services such as scaling their presence on Amazon and TikTok Shop, creating localized content, and optimizing their AI presence. It joins Front Row’s five existing outposts across the globe in New York City, San Diego, Hamburg, Bratislava and Amsterdam. Front Row was established in 2025 by combining eight existing agencies. Its clients include beauty brands such as Glossier, Sol de Janeiro and K18.

“This current resurgence [of K-beauty] feels different because there’s an enormous amount of power behind the brands as they enter into the [U.S.] market. I think compared to last time, there are more ways to win — and I would also say the opposite of that is there are more ways to lose,” said Christopher Skinner, chief revenue officer of Front Row. 

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