YOURFIT: A Fusion of Korean Beauty and Technology

Case Solution

Elison Lim, Marilyn A. Uy, Dolly Leow, Koh Juan Zhen, Nicole Fall
ABCC at Nanyang Tech University ()

This case examines the opportunities and challenges of an entrepreneur behind the beauty startup YOURFIT trying to break into the crowded Korean beauty market (or “kbeauty”). Based on technology, YOURFIT uses a mobile application that allows customers to customize face masks to suit their unique face size, skin type, and skincare goals. This case traces the entrepreneur’s journey as she initiates her startup in the fast-paced Kbeauty marketplace.

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