Beauty

Goodai Global is a parent company.

South Korean K-beauty house of brands founded in 2015 by CEO Cheon Joo-hyuk, initially operating as a beauty export distributor before pivoting to an acquisition-led growth model in 2019. Explicitly modelled on L'Oréal's roll-up strategy, Goodai has rapidly assembled a portfolio of viral indie K-beauty brands — including Beauty of Joseon, TIRTIR, SKIN1004, and Round Lab — generating over ₩1 trillion in combined revenue in 2024. In late 2025, the company raised ₩800 billion ($600 million) in convertible bonds from IMM Private Equity and five other Korean PE firms, valuing it at approximately ₩4 trillion. An IPO is targeted within three years, with market estimates placing the valuation at up to ₩10 trillion.

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Founded
2015 by Cheon Joo-hyuk
Headquarters
Seoul, South Korea
Goodai Global owns at least 7 subsidiaries.

Goodai Global

subsidiary

Beauty of Joseon

subsidiary

Craver Corporation

subsidiary

House of Hur

subsidiary

iUNIK

subsidiary

Seorin Company

subsidiary

Skinfood

subsidiary

TIRTIR