Original Article

Yami wants to be the “Amazon of K-beauty and J-beauty.” K-beauty is one of the top beauty trends that Gen Z and Millennials are interested in. While Asian online marketplace Yami has been around for nine years and initially started as an ecommerce outlet for Asian packaged food products in the U.S., they’ve been doubling down on beauty during the pandemic and recently received $60 million in funding. Glossy reported that K-beauty accounts for 35% of Yami’s total sales—up from 10% in 2014. The company sells over 30,000 Japanese, Korean, and Chinese beauty products via a direct sales and marketplace model, and has warehouses in both Asia and the U.S. Some of their most popular items include sheet masks, and brands like Dr. Jart, Mediheal, SK-II, Shiseido, and 3CE. According to the company, over half of their marketing budget goes toward beauty, and working with influencers across social platforms including YouTube, TikTok, and Instagram. (Glossy, TechCrunch)