Decoding how Korean beauty becomes global business.

Target Beauty Studio opens on 10 September in more than 600 US stores, replacing the Ulta Beauty at Target shop-in-shops that closed on 16 August. Target's announcement names six Korean brands under two explicit K-Beauty headings — and names a seventh Korean brand, Eqqualberry, under curated skincare instead. For a Korean brand, which of those two labels you are given is a bigger commercial fact than the listing itself.