From popularizing "cushion foundations" to making snail slime an "It" ingredient in skincare, South Korean beauty trends have played a massive role in shaping the beauty industry in Asia in recent years.
One of the companies responsible for taking those beauty innovations beyond South Korea's borders is Amorepacific, which counts brands such as Sulwhasoo, Laneige, Innisfree and Etude House among its portfolio.
Suh Kyung-Bae, the company's chairman and CEO, now has his sights set on global expansion.
"Our company is operating in the Korean market, the Chinese market and the ASEAN market. The U.S. market will be our fourth pillar for our business, so we are very much committed to developing the U.S. market," Suh told CNBC's "Managing Asia."