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YOURFIT: A Fusion of Korean Beauty and Technology
This case examines the opportunities and challenges faced by an entrepreneur behind a beauty startup, YOURFIT, as she attempts to break into the crowded Korean beauty (or "K-beauty") market. Leveraging on technology, YOURFIT uses a mobile application which allows customers to customise facial masks for their unique face size, skin type, and skincare goals. This case traces the entrepreneur's journey as she gets her startup off the ground in the cut-throat K-beauty market.