Many South Korean brands have been refocusing their business model in order to capitalize on the booming K Beauty market.

KT&G Corp, for example, has changed the name of its subsidiary Somang Cosmetics to Cosmocos Co, which released the new beauty brand VPROVE in October.

Meanwhile Korea Ginseng Corp (KGC) is set to reenter the beauty market following its removal in 2010 when it sold its stakes in KGC Life & Gin co to parent company KT&G.

Having recently launched the red ginseng-based cosmetics brand Donginbi, the company is just the latest line of companies with roots outside the cosmetics markets stepping up their game to take a slice of the ever growing pie that is K Beauty.