THE ROUNDED Targets North American Market with BASED ON at KCON LA 2026

THE ROUNDED Co., a specialized cosmetics development and branding company, is set to participate in 'K-COLLECTION with KCON LA 2026' with its premium vegan skincare brand, BASED ON. This initiative marks the company's intensified efforts to penetrate the North American market.

'K-COLLECTION with KCON LA 2026' is a program coordinated with CJ ENM's global K festival, 'KCON LA 2026,' designed to facilitate overseas market entry. It supports domestic SMEs through consumer-targeted promotions (B2C) and export consultations with overseas buyers (B2B).

At the event, THE ROUNDED will operate booths for both B2B and B2C engagement, aiming to directly introduce its brand and products to local U.S. consumers while conducting export consultations with U.S. and global distributors to expand its distribution network and forge new partnerships in the North American region.

BASED ON is distinguished by its brand philosophy that emphasizes the essentials (BASED) for skincare, incorporating only the necessary ingredients. It features vegan certification, safety testing, and a competitive edge derived from functional cosmetics. The brand aims to differentiate itself with products like facial mists utilizing indigenous Korean plant extracts, including the rare Miscanthus floridulus, and bio-cellulose mask packs.

Additionally, the brand has established a foundation for global market entry with registrations in Europe (CPNP), the UK (SCPN), the U.S. (FDA), and Japan (PMDA). It is increasingly focusing on expanding overseas business through various international exhibitions and a global buyer network to enhance K-beauty exports.

KCON LA 2026 serves as a cultural complex platform combining K-POP with K-beauty, K-food, and K-content—drawing a diverse audience and participation from various generations. The event is considered invaluable, facilitating not just product promotion but also active participation in distribution and export negotiations, thereby enhancing the export potential for participating brands.

A representative from THE ROUNDED noted, 'KCON LA 2026 provides a vital opportunity to validate our brand competitiveness in a global arena where K-culture and K-beauty converge.' He further emphasized the intent to actively promote BASED ON's product efficacy and brand philosophy in the North American market, with a goal of achieving tangible export results and distribution expansion in the U.S. and other global markets.

By closely monitoring local consumer responses and broadening its network with global buyers, THE ROUNDED aims to position BASED ON as a leading premium skincare brand representing K-beauty.

Moreover, THE ROUNDED is advancing its global business strategy centered in North America via its End-to-End Cosmetics Solution system, which encompasses everything from product planning to formula development, packaging design, and compliance with global regulations, looking to accelerate its international business expansion through participation in 'K-COLLECTION with KCON LA 2026.'