K-beauty brands Kaja and I Dew Care have become some of the most followed brands on TikTok—by not following trends. Beauty brands from NYX to e.l.f Cosmetics have seen success on the platform and are breaking records with paid campaigns. But K-beauty brands like MBX’s Kaja and I Dew Care have grown their followings organically with “K-beauty positioning,” which focuses on packaging, texture, and color instead of paid campaigns or copying popular dances. Both joined the app at the end of 2019, but MBX Kaja already has 1.4 million followers, while I Dew Care has 410K—putting both ahead of major names like Anastasia Beverly Hills and MAC. TikTok was not a primary focus of either company until March when the app “began seeing larger audiences due to quarantine” and the brands realized it was “a bedrock for community engagement.” (Glossy)
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