After Selling 10 Million Compression Pouches, Boosters Breaks into Europe with K-Beauty

In June, Equalberry, the global skincare brand of Boosters, was launched in Boots, UK. Photo by Boosters

A startup that attracted consumer attention with its travel compression packs is now expanding its presence by simultaneously entering both European and US markets with K-beauty at the forefront. The company in question is the global commerce firm Boosters, led by CEO Choi Yunho.

Boosters surpassed a cumulative 300 billion won in sales within just four years of business, propelled by its lifestyle brand Brandn and skincare brand Equalberry. Last year, the company recorded 152.7 billion won in revenue and 25.5 billion won in operating profit. According to the company, robust growth is expected to continue this year as well.

Choi Yunho, the CEO at the helm of Boosters, is what is commonly referred to as a "serial entrepreneur." He previously founded Daily&Co, known for the beauty brand Urica, which was later acquired by Ecomarketing. In 2022, he officially joined Boosters, transferring his expertise in media commerce operations directly into the company’s brand growth strategy.

The first major success story was the organization brand Brandn. The compression pouch released in January 2023 gained popularity for its practicality in reducing the volume of clothes, bedding, and travel items, surpassing 10 million units in cumulative sales as of April this year. More recently, the company launched a new line of 'Safe Days' travel bags with enhanced anti-theft features, once again targeting travelers. An analysis of over 27,000 company reviews revealed that more than 90% scored a perfect 5 out of 5, demonstrating a high degree of customer satisfaction.

The overseas expansion of the skincare brand Equalberry has accelerated recently. After entering Amazon US in January 2024, its signature Vitamin Illuminating Serum ranked number one in the North American Amazon facial serum category. In May, Equalberry also secured its first international offline location by launching in the Olive Young Pasadena store in the US.

Equalberry is pursuing a strategy of building online brand awareness first and then expanding through offline distribution channels. By leveraging major distribution channels in North America and Europe, it is broadening its customer touchpoints and focusing on raising brand trust in overseas markets, while consistently expanding country-specific distribution partnerships.

Recently, the company further expanded into the European offline market by launching five serum products in Boots, the UK's largest health & beauty retailer. Boosters anticipates that, if this growth trend continues, Equalberry’s revenue will surpass that of Brandn this year.

Behind the joint growth of these two brands is a data-driven operating system. Boosters runs its proprietary 'Boosta' system, which connects data from the entire process of planning, manufacturing, marketing, sales, and logistics. The company has established a "neuron-type organization" that allows the marketing and sales teams to detect market shifts, enabling the operations team to respond instantly.

A Boosters representative stated, "We are continuing to expand the proven formula for brand success—from compression pouches to beauty and now to international markets," adding, "We’re focused on building brands that resonate not only in Korea but also on the global stage."

This content was produced with the assistance of AI translation services.