FSKorea: focusing more than ever on product innovation
Since its creation in 1988, J.K. Hwang, President of FSKorea, has undoubtedly become a model of excellence in development. At that time, the Korean firm had only a dozen employees and manufactured its first brushes in a tiny factory. That year’s turnover was US$230,000. The first customers, many of whom were from the Middle East, could be counted on one hand. Four years later, the company was already a different entity. Its customers included Avon, Maybelline, and Mary Kay, to name but a few, and its turnover had jumped to $6 million, while its workforce had increased tenfold.
In 1995, J.K. Hwang decided to build a second 3,000 m² factory to manufacture not only makeup brushes but also nail and foot care brushes. He began marketing his first makeup cases, which were manufactured by subcontractors. It took only two more years for the third factory, also 3,000 m2 and entirely dedicated to brush manufacturing, to open in China, this time in Taijan. By 2000, FSKorea had a turnover of $12 million and employed 400 people! In 2005, a fourth brush factory was opened, also in China, north of Beijing, followed by a fifth in 2007, where the company invested in ten injection machines. In 2009, its first Research & Development Center was set up in Seoul, and two years later, the decision was made to purchase a metal processing plant that would employ nearly 150 people. “Over the past few years,” explains J.K. Hwang, "we have continued to invest and strengthen our presence in our areas of expertise, whether in makeup brushes, mascara, or packaging in general. Our turnover last year was similar to that of 2023, at around $000,000, a slight decrease. 2025 will be a difficult year not only for us, but also for other players in the sector, due to ongoing global conflicts, particularly the trade dispute between the US and China, as well as military tensions and wars between Ukraine, Russia, Israel, and other countries in the Middle East."
Always focusing on innovation
Currently, according to the head of FSKorea, the increase in customs duties is not having a significant impact on its business. "However, it will accelerate the trend toward relocating production to another country or region. This means that US-based companies will seek to set up production sites locally, while European countries will locate their production within the EU. As far as we are concerned, we will increase our investment in research and development to continue creating innovative products capable of withstanding this trend toward relocation."
The Korean firm is currently strengthening its presence in North America and Europe and has also begun marketing its products in South America and expanding its markets to Central Asia, the Middle East, and Africa.
In terms of the environment, FSKorea is focusing on developing products that reduce the use of plastic, in particular by reducing the number or weight of components and increasing recyclability through the use of single-material products. It should be noted that the company has installed solar panels in its factories to increase the share of renewable energy in its power supply.
New products
Among the new products launched this year, the new ADR ZR dropper designed to use every last drop of the product is worth noting.
The concave bottom is designed to collect the remaining formula in the center, allowing the pipette to reach it easily and thus using every last drop of the product without waste.
The formula is dispensed automatically when the container is opened, ensuring clean and effortless use. The elastic body remains visible even when the container is closed.
Another interesting new product is this all-in-one foundation spatula. A slot in the cap and container allows the spatula to be stored, saving space and preventing loss. Inserting the spatula into the slot allows it to be stored hygienically without touching other surfaces.
Finally, take note of this new Combo Brush Compact.
With its built-in brush and sleek design, this duo is a great portable solution.
The high-density bristles contour to the face, providing even coverage and optimal adhesion. The compact, refillable case with its functional design combines practicality and elegance.
