Influencer-founded Korean vegan makeup brand — Dew Tint's glass-skin dewy finish went viral, earning global Sephora distribution.
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See all ads on AdLibrary →AMUSE is a Korean vegan makeup brand founded by beauty influencer Lee Saem-i. The brand's Dew Tint liquid lip product went viral for its glass-skin dewy finish, driving global discovery. AMUSE is distributed at Sephora and through DTC, with the founder's authentic influencer presence as a core marketing asset.
AMUSE's founder authenticity is its primary marketing asset. Lee Saem-i's own channels and beauty community credibility gave the brand an immediate trust advantage at launch. The Dew Tint's glass-skin dewy formula was designed for photogenic content — perfectly timed for the dewy glow aesthetic dominating K-beauty. See AMUSE ads on AdLibrary.
Instagram campaigns combine founder-led content with global beauty influencer partnerships. Meta retargeting supports Sephora and DTC conversion. The brand's glass-skin visual aesthetic — dewy, luminous skin — creates cohesive feed identity that drives follower growth alongside paid performance.
'Dewy vegan glow', glass-skin finish in a product, founder-to-fan authenticity, clean vegan formulas for the conscious beauty consumer. The AMUSE name plays on enjoyment and self-expression.
AMUSE demonstrates that influencer-founded brands have structural distribution advantages — the founder is the first and most credible brand ambassador, with an existing audience that pre-validates the product. Combined with a genuinely differentiated formula (Dew Tint), the result is rapid, low-CAC global scaling.
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