Seapuri Clinches Triple Crown on Amazon, TikTok, and Olive Young... Taking the Global Stage as a K-Haircare Leader

원본보기 아이콘

Global brand house Irisbright (CEO Minwook Kim) announced that its beauty brand "Seapuri" has won major awards on leading global platforms such as Amazon, TikTok, and Olive Young in succession, achieving the "2025 Global Triple Crown."

Seapuri was named for the following: the 2025 Amazon Top Brand Award Rookie Prize, the TikTok UGC Most Viral Moment Award, and the Olive Young 2025 Global Trend Rookie Award. The Olive Young Global Trend Rookie Award is a newly established category from November 2025, which is given to new brands that demonstrate strong growth potential in the global market, based on 180 million customer purchase data points. By proving its competitiveness simultaneously across three platforms with very different characteristics - a giant e-commerce platform (Amazon), a global short-form platform (TikTok), and Korea's leading H&B channel (Olive Young) - Seapuri is being recognized as a leading K-haircare brand in both name and reality.

This achievement comes just one year after entering the North American market. The brand has secured commercial success on Amazon, the world's largest marketplace, viral impact on TikTok, and a solid foothold at Olive Young, considered the barometer of beauty trends.

- Rapid growth driven by hero products "Scalp Ampoule" and "Bubble Hair Tonic"

The driving force behind the triple crown is Seapuri's hero lineup: the "Scalp Ampoule" and the "Bubble Hair Tonic." Specializing in intensive scalp care, these products have captured the attention of global consumers by introducing a new beauty routine, the "Skinification of Hair," which emphasizes that "the scalp should be cared for like facial skin."

A tailored "pinpoint strategy" for each platform also proved effective. On TikTok, intuitive "before & after" videos and authentic creator reviews fueled explosive virality. On Amazon, where practicality is key, Seapuri highlighted ingredient and efficacy data to win over North American consumers. In Korea's Olive Young, the brand built trust by emphasizing its stringent ingredient standards and product performance.

The brand name Seapuri is a compound word of "Sea" and "Purify." It embodies the philosophy of strengthening the scalp's natural resilience by using deep ocean water, rich in minerals such as magnesium and calcium, as a key ingredient. This sincere approach has helped lower the entry barrier for high-performance haircare.

An Irisbright representative stated, "In the early stage of our North American expansion, it was crucial that we, through thorough data analysis, preempted 'efficacy-centered' keywords that resonated with local consumers," adding, "Building on this achievement, we will grow into a global brand that leads a new category called 'K-haircare,' going beyond K-beauty."

Meanwhile, Irisbright, founded in 2020, is a global brand house that owns more than 20 brands, including Seapuri, Haar, and Bedite. The company recorded sales of approximately 116.2 billion won in 2024, with an average annual growth rate of 150%, continuing its steep growth trajectory. Its 2025 sales are provisionally estimated to have grown more than twofold compared to the previous year. Starting this year, the company is shifting its strategy from quantitative expansion to qualitative growth focused on strengthening the competitiveness of its "global core brands." To this end, it has carried out organizational restructuring and SKU streamlining, and plans to launch a new skincare brand targeting the global market within the first half of the year.

© The Asia Business Daily(www.asiae.co.kr). All rights reserved.