Senegal-born Entrepreneur Shares Insights on K-beauty's Global Appeal

Courtesy of Agaskin

Fama Ndiaye, the CEO of Agaskin, a Seoul-based agency specializing in assisting Korean beauty companies with global expansion, emphasizes her role as a promoter of K-beauty. Born in Senegal and raised in France, Ndiaye attributes her fascination with Korean beauty to a transformative experience with a sheet mask in 2008. During an interview with The Korea Times at the Pullman Ambassador Hotel in Seoul, she recalled being introduced to Face Shop's sheet mask by Korean American friends in New York's Koreatown.

Intrigued by the absence of sheet masks in major U.S. retailers like Macy's and Sephora, Ndiaye delved into the world of K-beauty, expressing her amazement at the effectiveness of the products. This initial interest led her to travel to Korea in 2016, where she immersed herself in the intricacies of the beauty industry. 

▲ Courtesy of Agaskin

Ndiaye's dedication to promoting Korean beauty products in Europe culminated in Agaskin hosting a gala dinner attended by influencers, beauty professionals, and industry insiders. The event, coinciding with International Women's Day, aimed to foster the globalization of K-beauty and celebrate the collective passion for beauty.

Highlighting the strength of Korean cosmetics in innovation, Ndiaye praised Kahi's multi-balm stick as an exemplary product. She emphasized the competitiveness of the Korean industry, where brands consistently seek the next groundbreaking concept, contributing to a culture of creativity and uniqueness.

▲ Fama Ndiaye, CEO of Agaskin / Courtesy of AgaskinIn 2023, Agaskin organized a successful popup at Galeries Lafayette Champs Elysées in Paris, featuring five Korean brands. Noteworthy brands included Dear Klairs, Rom&nd, Urang, SKIN1004, and Mixsoon. The event served as a testament to the potential of Korean cosmetics, attracting substantial demand and prompting Agaskin to secure a permanent store within the flagship shop of Galeries Lafayette on Boulevard Haussmann.

Ndiaye lauded the philosophy of K-beauty, emphasizing its focus on self-care and nurturing natural beauty. She shared her admiration for the skincare-centric approach, stating that the gala event on International Women's Day was more about beauty than makeup, aligning with K-beauty's emphasis on prioritizing self-care and embracing one's natural beauty.

Sayart

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