As competition in the global K-beauty sector intensifies, a Seoul-based startup is taking a calculated detour from the industry’s traditional Western-first playbook. Koround, founded in February 2024 by former Google Korea strategist Kim Jung-hoon, is targeting the Muslim-majority markets of Southeast Asia with its clean-beauty brand DECORE, using halal and vegan certifications as its primary wedge rather than an afterthought.
The strategy addresses a specific market gap identified by the company: local halal-certified brands are often perceived as lacking in efficacy, while imported K-beauty products frequently lack the certifications required to even enter the consideration set for many consumers in Indonesia and Malaysia. “Locally, there’s a gap: halal brands are seen as weak on efficacy, and K-beauty brands lack certification,” Kim said, adding that Koround is aiming squarely at that intersection.
DECORE’s core line has secured halal and vegan certifications alongside registration with Indonesia’s food and drug authority (BPOM). In Malaysia, the company is pursuing separate certification from JAKIM, the country’s Islamic authority. The product lineup is tailored to the region’s hot, humid climate, featuring a bakuchiol cleanser, an exosome cica serum, and a multi-peptide cream. Its signature 100% Collagen Melting Mask, a film that dissolves upon spraying with a cream mist, has driven initial traction, contributing to cumulative sales exceeding 20,000 units since the brand’s July 2025 launch.
The emphasis on certification is backed by internal consumer research. In a survey of Indonesian consumers, 93.4% indicated they would be more likely to purchase a product meeting halal standards—nearly three times the rate of respondents in the United Kingdom. Koround has also participated in Malaysia’s MIHAS, the world’s largest halal trade exhibition, to build local partner networks.
Koround’s roadmap is staggered by market. It plans to establish a firm foothold in Indonesia by 2027 and Malaysia by 2028, before entering the UAE and U.S. in 2029, targeting KRW 49 billion (approximately $35 million) in revenue by 2031. The company’s approach suggests that for K-beauty’s next growth phase, the path to global relevance may run through Jakarta and Kuala Lumpur rather than Paris or New York.
