"This investment validates the demand for science-backed Korean skin care in the U.S. market," said Jen, co-founder, JiYu. JiYu
"This investment validates the demand for science-backed Korean skin care in the U.S. market," said Jen, co-founder, JiYu. "Our focus is building a brand rooted in clinical evidence and ingredient transparency—one that earns consumer trust with every product we launch."
JiYu’s growth mirrors a broader surge in K-beauty adoption, with the global K-beauty market projected to nearly double from $14.1 billion in 2023 to $28 billion by 2032, fueled by rising interest in structured skin care routines, natural and innovative ingredients, and science-driven formulations.
Leading brands including Dr. Groot, AP Beauty and Hanyul have recently expanded into U.S. prestige channels, launching at Sephora and Amazon Luxury Stores and emphasizing clinical validation, unique delivery systems, and high-performance botanicals. Dr. Groot, for example, debuted its scalp-focused haircare line at Sephora in March 2026, while AP Beauty and Hanyul are bringing luxury skin care innovations to U.S. consumers through curated online and in-store experiences.
JiYu operates across Seoul and the U.S., embedding its development team in Korea’s world-leading beauty ecosystem to access rare, high-activity ingredients claimed to be unavailable to most Western brands. Flagship products like the Renewal & Rejuvenation Toner Pads (K8-Rejuvenate) and Anti-Aging Moisturizing Cream with NAD+ highlight the brand’s commitment to clinically effective, multi-action solutions.
A portion of the new funding will support formal clinical studies to generate peer-reviewed evidence of efficacy and expand JiYu’s formulation pipeline with new bioactive, responsibly sourced SKUs.
JiYu sells exclusively through verified channels including Amazon, TikTok Shop, and jiyuskin.com, actively combatting counterfeit products while meeting rising consumer demand for science-backed K-beauty innovation in the U.S.
