Gowoonseang Cosmetics spreads K-beauty culture across U.S. campuses

(Dr. G)

South Korea’s Gowoonsesang Cosmetics Co., which owns derma cosmetics brand Dr. G, has been promoting K-beauty culture and innovation across universities in the United States.

Since late August, it has been operating on-campus promotional booths across 12 American universities, introducing K-beauty’s innovation and culture.

The company plans to expand the campaign to 20 universities by the end of October, offering customized skincare education and product experiences.

“When we held an eight-hour event at California State University, Fullerton on September 5, more than 2,000 students visited - it was an incredible turnout,” a company official said. “Sun-related products such as the Red Blemish Clear Soothing Cream and Hyal-Cica Soothing Serum were especially popular, maybe because of the strong sunlight in the Southwest.”

Unlike Korean consumers, who tend to prefer tone-up sunscreens that brighten the complexion, American consumers of diverse races and skin tones showed greater interest in Red Blemish Soothing Up Sun, a sunscreen that leaves no white cast, the company noted.

The most popular feature across all events was the Skin Type Analysis Zone, where visitors could identify their skin types through a diagnostic quiz.

Participants received Dr.G product samples tailored to their results - either for dry skin or oily/combination skin.

The skin analysis quiz utilized Dr.G founder Dr. Ahn Gun-young’s dermatological expertise and the brand’s proprietary AI Optime service, developed using more than 500,000 skin data records accumulated over a decade.

The system provides an objective diagnosis of individual skin concerns and types, recommending ingredients and formulations that promote healthier skin through a personalized experience.

“We designed this program in response to growing interest among foreign tourists visiting Korea in K-beauty experience zones such as personal color diagnosis and skin type analysis,” said an official from the company.

Another representative added that “Dr.G aims to go beyond simply entering the U.S. market - it will serve as a representative K-beauty brand that delivers the cultural and scientific value of Korean beauty to consumers worldwide.”