K-beauty: brands, markets, intelligence · Seoul
주식회사 케이월드미디어
Korean beauty, built for the markets it hasn't reached yet.
Strategy, activation, and intelligence, from Seoul to Europe, the Gulf, and Africa.
ScrollThe group
Kworld Media is a group headquartered in Seoul, Republic of Korea. Founded in 2019, Kworld Media builds and operates companies that connect the Korean beauty industry with markets it has historically underserved.
The group works across Europe, the Gulf, and Africa, spanning brand strategy, retail activation, and market intelligence. Each company operates independently, with its own team, clients, and mandate.
Our companies
AGASKIN is a K-beauty creative and activation agency. AGASKIN works with Korean beauty brands on market entry, retail partnership, and consumer experience across Europe, the Gulf, and Africa. The agency handles brand strategy, retail and distributor introductions, launch activation, and event production, operating from Seoul with local entities in the United Kingdom, France, and the United Arab Emirates.
agaskinbeauty.comAGASKIN LABS is a global beauty intelligence and consulting firm. AGASKIN LABS provides research, market analysis, and product development advisory for brands entering or expanding within the Korean beauty category, and for international companies seeking to understand how the Korean industry operates. It runs the same work for international brands entering Korea, covering retail placement, Korean creator and review campaigns, and local launch activity. Korea Unlocked operates under AGASKIN LABS.
theagaskinlabs.comClients
Vision
Korean beauty spent its first decade proving it could travel and its second becoming a global category. Its next decade will be defined by the markets it has not yet served properly.
Kworld Media is built around that conviction. The group's companies work in Europe, the Gulf, and Africa because those markets have been treated as secondary by an industry that has not yet built for them.
Founder Fama Ndiaye describes this as the third wave of K-beauty.
What we do
Kworld Media is the contracting entity for the group. Client engagements are contracted through Kworld Media or the relevant local entity, and delivered through the group's operating companies, AGASKIN and AGASKIN LABS.
AGASKIN works with Korean beauty brands going out: market entry into Europe, the Gulf and Africa, retail partnerships and buyer negotiation, distribution and route to market, ecommerce and digital retail, brand activation across Seoul, London, Paris and Dubai, and creator partnerships in launch markets.
AGASKIN LABS works in the other direction: international brands entering the Korean market, retailers building a Korean beauty and K-Pharmacy category, product development with Korean manufacturers, market intelligence, and consumer research with women of colour.
The group maintains operating entities in the Republic of Korea, the United Kingdom, France, and the United Arab Emirates. That structure exists so that a Korean brand entering Europe or the Gulf works with a locally incorporated partner rather than a foreign contractor.
Kworld Media sets group strategy and allocates capital across its companies.
Routes to market
Retail, distribution, and ecommerce are three different businesses with three different economics. The group works across all three, and the first decision in any engagement is which route a brand is actually ready for.
Placement in department stores, concept retail, specialty chains, and pharmacy networks. The work covers account mapping, buyer-ready assembly, introduction and pitch, commercial negotiation, and the launch and sell-through support that keeps a brand on shelf past its first season.
Right whenThe brand has a story that needs to be seen and touched, and a margin structure that survives retail terms.
Appointing the importers and distributors who hold stock, clear regulatory, and sell into local retail. The work covers partner mapping and vetting, route-to-market modelling, commercial terms, product registration and labelling, and distributor performance management after signature.
Right whenThe market is regulated, fragmented, or too far from Seoul to serve directly. Most of the Gulf and West Africa sit here.
Marketplaces, direct-to-consumer, and social commerce. The work covers platform selection and sequencing, listing and storefront build, localisation into the language and payment methods a market actually uses, retail media, and performance reporting.
Right whenThe brand needs proof of demand before retail will take a meeting, or wants margin control and first-party data.
Most engagements run two routes at once: ecommerce to build demand signal, retail or distribution to convert it into scale. The group builds the sequence, not the introduction alone.
Markets
Leadership
Fama Ndiaye is the founder and Chief Executive Officer of Kworld Media. Franco-Senegalese and based in Seoul since 2017, Fama Ndiaye has spent two decades in the beauty industry, with a focus on inclusivity as commercial strategy.
Fama Ndiaye's work has been recognized across Korea, Europe, the Gulf, and Africa, with coverage in Korea Times, Dazed Beauty, and Allure.
FAQ
Kworld Media is a group headquartered in Seoul, Republic of Korea, founded in 2019. It builds and operates companies that connect the Korean beauty industry with markets it has historically underserved. Kworld Media is the contracting entity for the group, and the work is delivered through its two operating companies, AGASKIN and AGASKIN LABS.
AGASKIN is a K-beauty creative and activation agency, working on market entry, retail partnership, and consumer experience. AGASKIN LABS is a global beauty intelligence and consulting firm, providing research, market analysis, and product development advisory. Each company operates independently, with its own team, clients, and mandate.
Korea, the United Kingdom, Europe, the Middle East, and Africa. The group maintains operating entities in the Republic of Korea, the United Kingdom, France, and the United Arab Emirates, and works across the wider Gulf and West Africa, including Senegal.
No. The group works in both directions. AGASKIN takes Korean beauty brands into Europe, the Gulf, and Africa. AGASKIN LABS runs the same work for international brands entering Korea, covering retail placement, Korean creator and review campaigns, and local launch activity.
That is the first decision in any engagement, and it depends on what the brand is ready for. Retail suits a brand with a story that needs to be seen and touched, and a margin structure that survives retail terms. Distribution suits markets that are regulated, fragmented, or too far from Seoul to serve directly. Ecommerce suits a brand that needs proof of demand before retail will take a meeting, or wants margin control and first-party data. Most engagements run two routes at once.
Engagements are contracted through Kworld Media or the relevant local entity, and delivered through the operating companies. The group maintains entities across four countries so that a Korean brand entering Europe or the Gulf works with a locally incorporated partner rather than a foreign contractor.
Yes. Regulatory work sits inside the distribution practice, alongside distributor and importer mapping, route-to-market modelling, commercial terms, and distributor performance management after signature.
Yes. The group builds the sequence, not the introduction alone. Alongside retail and distribution, the work covers brand activation, market intelligence, product development advisory with Korean manufacturers, creator and content partnerships, and consumer research with women of color across skincare, makeup, and haircare.
Contact