Knours
Growing a K-beauty skincare brand in the US
Commerce and growth work for a Korean skincare brand deepening its direct-to-consumer presence with US shoppers.
Context
Knours is a Korean skincare brand built around hormone-conscious, ingredient-led formulations. Like many K-beauty labels, its product and brand strength were established at home, while the US storefront and growth motion had room to catch up to the quality of the catalog.
The challenge
Translating a strong domestic brand into a US direct-to-consumer experience means more than shipping internationally. The storefront has to read as native to US shoppers — clear product education, frictionless mobile purchasing, and lifecycle messaging that builds repeat purchase in a category defined by routine and repurchase.
What we did
- Audited the storefront experience against US DTC expectations — product detail clarity, mobile purchase flow, and trust signals.
- Mapped the conversion funnel and prioritized the highest-leverage fixes for mobile shoppers.
- Defined a lifecycle email approach (welcome, replenishment, post-purchase) suited to a routine-driven skincare category.
- Outlined a US growth motion grounded in the brand's existing audience and channel mix.
Results
Mobile-first storefront and purchase flow tuned for US shoppers.
Lifecycle email designed as a repeat-purchase engine for a replenishment category.
Brand education adapted to how US customers evaluate K-beauty.