Relying on e-commerce platforms will not sustain the global popularity of Korean beauty products as consumers worldwide tend to show more loyalty to offline outlets than online channels, according to an overseas market specialist at Korean beauty company Imine. James Park, global sales team manager of the Seoul-based company, pointed out the importance of diversified on- and offline markets. For global markets, however, he focuses more on securing offline distribution hubs in key export countries. So far, he has signed supply deals with Ulta Beauty in the United States, Boots in the United Kingdom and Europe, Mecca in Australia and Nykaa in India, all major distributors in their local beauty sectors. These offline platforms sell not just supplier's products but also their own private brand items. Imine develops hydrogel-based skincare and sunscreen products and supplies them to the platforms. These platforms are part of the 240 companies in 100 countries Imine currently exports to. “We need more than well-made products. We need to approach the global beauty markets and their distribut