Korean Skincare's Road to the American Shelf Now Runs Through Los Angeles

Muskat Beauty Inc. works out of Los Angeles, and from there it plots how Korean beauty labels make their entrance into the United States. Biodance, CosRX and Torriden are among the names whose American arrivals the company has mapped, with others on its roster besides. Its pitch to the stores themselves is that of a trusted companion, the colleague a retailer calls when deciding which labels earn a place on the counter. Choosing well, after all, is its own craft, and a buyer facing a crowded field of serums and masks has reason to want an experienced hand nearby. That the hand belongs to an Angeleno firm will please anyone who likes to see this city set the terms of what the rest of the country reaches for next. The beauty aisle, like the red carpet, is a matter of who gets in and how gracefully they do it.

With reporting from Fashionista.