Korean beauty is quickly becoming the gold standard of the skincare industry, with its reach expanding far beyond its nation’s borders. Despite its current trending status, K-beauty is so much more than a fad; it’s grounded in ancient rituals—more philosophy than phenomenon. In this, K-beauty is not simply skincare, it’s a self-care lifestyle. Utilizing this understanding as an unmovable brand foundation, South Korean direct selling giant RIMAN is thrilled to bring its powerful science and deeply meaningful tradition to American consumers.
Though RIMAN has only been in business since 2018, the company’s roots run deep–both within the conceptualization of South Korean historic, traditional skincare practices and the country’s dynamic direct selling landscape. Founder and Chairman Joonghyun Ahn began his career more than 30 years ago. Over those decades, he developed and refined a vision for a company that could not only bring positive change to the industry but stand apart as an unparalleled opportunity.
“In the early 1990s, I began my career as a distributor,” shared Ahn. “At that time, I often found myself recommending products whose quality I could not fully trust. That experience shaped my conviction: Let’s create products that anyone can confidently use and be proud to share. That promise became the seed of RIMAN. My journey from distributor to founder has been guided by a commitment to ethics, innovation and the belief that direct selling can be built on both scientific credibility and trust.”
RIMAN launched in 2018 with ICD, In-Cellular Dermatology—a skincare line designed to support the skin at the cellular level. Every formula prioritizes deep hydration and foundational skin health, creating results that go beyond aesthetics to support truly healthy skin. The ICD collection is available as a complete regimen or for product exploration á la carte, but all offerings honor the three main tenets of K-beauty: cleanse, hydrate and protect. While seemingly simplistic in approach, practicing each tenet within a routine creates profound opportunities for self-care.
Today, RIMAN operates in multiple markets around the world, supported by a rapidly growing global distributor community. As Ahn explained, “Within just three years, RIMAN had reached #22 on the DSN 2023 Global 100 List. Our flagship brand, ICD, has now surpassed multi-millions of units sold.”
The United States has emerged as one of RIMAN’s strongest markets since the company launched operations there in 2023. Ahn hired Chief Marketing Officer Betty Perez to lead the North American team just prior to the US launch.
As she shared, “When I came on board, I said that this isn’t just a regimen or a system—it’s a ritual. It’s a methodology of caring for the skin that’s been passed down through generations. What we’re sharing with the world is a family tradition, beautifully preserved. And traditions don’t trend—they endure.”
K-beauty has clearly moved beyond a passing trend. According to the US International Trade Commission, Korea has surpassed France as the number one exporter of cosmetics to the US. Studies also indicate that Gen Z shows significant interest in creating their own K-beauty routines.
Sustainably Inspired
RIMAN’s innovation is largely inspired by Centella asiatica, otherwise known as cica, tiger grass, or by its Korean name, “byoungpool.” Native to tropical regions of Asia, this plant has been used for generations, prized for its healing, anti-inflammatory properties and antioxidant protection.
The essence of RIMAN’s formulations began with byoungpool as the foundation. In Chairman Ahn’s devotion to creating a difference, not only in business opportunities but also in product options, RIMAN has developed its own proprietary cultivar of Centella asiatica, known as Giant BYoungPool
.
This distinct variety was granted a 20-year plant patent by the Korea Forest Service and later received Plant Variety Protection (PVP) by the United States Department of Agriculture in September 2025, elevating RIMAN’s commitment to both scientific validation and sustainability. The recognition of Giant BYoungPool as an exclusive resource allows RIMAN a unique opportunity to produce products with unprecedented results.
RIMAN’s Giant BYoungPool is not the only straight-from-nature ingredient that sets the brand’s products apart. This innovation is inseparable from the environment where it is grown, a place rich with natural elements that power RIMAN’s unique formulations.
Jeju Island, a UNESCO World Heritage Site protected for its outstanding value to humanity, is South Korea’s largest island, known for its gorgeous volcanic landscapes, beaches and waterfalls. It is the home of RIMAN’s Smart Farm and BYoungPool Research Institute, where Giant BYoungPool was first cultivated and is now grown. Deep beneath Jeju Island’s ancient shores lies centuries-old volcanic water, naturally purified and mineral rich.
RIMAN was granted access to this pristine water by the Korean government, appreciating it as “Jeju Lava Energy Water” for the vitality it brings to formulations. Filtered through volcanic bedrock, this water is rich in minerals and is not only used to grow RIMAN’s Giant BYoungPool but also served as the water source for many of its products. While traditional skincare can consist of upwards of 70 percent water, utilizing this exceptionally clean and nutrient-dense resource offers product performance at even the fundamental levels of cosmetic chemistry.
“RIMAN controls every step of production through a Full Value Chain Control system—from seed to skin,” said Ahn. “From the beginning, our focus has always been human centered—the trust between people; the sincerity behind every formula; and the purpose that connects product and person.”
Globally Minded
With K-beauty’s explosive popularity, many companies have transitioned into North American markets, shifting manufacturing and other business functions to the Western hemisphere. RIMAN, however, continues to create and manufacture its products in Korea, preserving the authenticity and standards that define true K-beauty.
“This isn’t about borrowing a K-beauty philosophy or following a set of steps,” Betty explained. “RIMAN is authentically K-beauty—developed and made in Korea, rooted in the traditions that shaped it and shared with the world.”
RIMAN has a vision that extends far beyond the initial countries it has expanded into since 2022. RIMAN is currently operating in Canada, Hong Kong, Malaysia, Mexico, Philippines, Singapore, South Korea, Taiwan and recently, Japan and the United Kingdom, continuing committed market goals for Asia and beginning a promising European expansion. Latin America will soon welcome House of RIMAN hubs in Colombia, Peru and Argentina.
With new skincare and personal care technologies in development, as well as new nutrition possibilities, RIMAN is evolving beyond K-beauty into a global impetus for holistic self-care.
“But more than geographic growth, it is the growth of people that excites me most,” shared Ahn. “RIMAN is not merely a skincare company. We exist to help people rediscover confidence, health and beauty in their own lives—and to remind them of the light they already carry.”
As RIMAN expands globally, its mission is to empower individuals to build meaningful businesses with the brand, combining science, purpose and human connection. Guided by this philosophy, RIMAN is establishing a new paradigm of K-beauty on the global stage, anchored in sincerity and innovation that always begins and continues with people.
From the January/February 2026 issue of Direct Selling News magazine.
The post RIMAN and the Tradition of K-Beauty first appeared on Direct Selling News.
