Insights
When global giants retreat: lessons from Wella and Maybelline in South Korea
By
WeEngage
The exits of Wella and Maybelline from Korea show that big names don’t guarantee success. Here’s what likely went wrong, and how WeEngage helps brands get it right.
Earlier this year, global beauty brands Wella and Maybelline withdrew from the South Korean market. Despite strong reputations, they struggled to build lasting relevance in one of Asia’s most dynamic beauty sectors.
Why did they retreat? A few likely reasons stand out:
Fierce local competition: Korean brands are fast, trendy, and deeply tuned into local consumers.
Cultural misalignment: Product types, textures, and even brand tone often miss the mark without local adaptation.
Distribution dependence: Brands that rely too much on channel partners without investing in presence or positioning risk fading out.
At WeEngage, we’ve seen these patterns before. A strong brand isn’t enough. Success in Korea takes:
Tailored messaging and visual identity for Korean consumers.
Direct engagement with the market, not just intermediaries.
Ongoing cultural alignment, not one-time localization.
Wella and Maybelline’s exits weren’t inevitable - they were avoidable. With the right team on the ground and the right strategy, international brands can thrive here. We help make that possible by aligning ambition with local reality.