RADIANCE PLAN: Answering American Consumers' Glow-Aging Needs with K-Beauty

This interview series highlights real brand-launch journeys, from preparation to execution, with the aim of supporting aspiring beauty entrepreneurs. By sharing firsthand experiences, we hope to provide practical insights and actionable strategies for building a successful cosmetics brand.

Could you briefly introduce yourself and your company?

My name is Fabio Franco, and I run a company called Merchant Camel. This company started six years ago in Mexico. Initially, we sold hair products targeting the local Mexican market, but now we operate the brand ‘RADIANCE PLAN’, with the U.S. as our primary market.

RADIANCE PLAN OFFICIAL HOMEPAGE

What led you to connect with PLANIT 147?

The hair products we sold in the Mexican market were developed and manufactured in China. While they received some response locally, we faced limitations in entering the U.S. market with these products. To effectively target the U.S. market, we needed high-quality products and a brand that resonated with American consumers.

K-beauty's excellence was well-known even in Mexico, so we searched for Korean manufacturers online. During this search, we discovered PLANIT 147, which offers ready-made products along with branding services. Initially, when we contacted PLANIT 147 in 2023, their lineup didn't include the brand we were looking for. However, we continued monitoring their website and eventually found the RADIANCE PLAN brand, which we acquired.

What aspect of PLANIT 147's services was most helpful to you?

First and foremost, I want to highlight that the PLANIT 147 is highly professional. Although I had experience in the beauty industry, the PLANIT 147 has extensive experience launching brands for global clients. They shared diverse cases and insights, which greatly supported my decision-making process, especially when I was uncertain or hesitant. Their guidance on U.S. regulations and compliance was particularly valuable, as I lacked experience in U.S. market distribution.

Additionally, having the brand name, logo, formulation, and packaging ready significantly shortened the time to launch. The detailed product pages provided a simulation of how the products would appear to target consumers, making various decisions regarding the brand and products much easier.

Could you share any memorable episodes or challenges during the brand launch process?

The shipping route for products manufactured in Korea to the U.S. passes near the equator. Although the products underwent various tests during development and were expected to face no issues, I wanted to mitigate risks for the first batch by opting for air transport. However, the costs were prohibitively high, which was a concern. Although shipping was my responsibility, the PLANIT 147 actively sought cost-saving solutions and shared them with me. They even coordinated production quantities and schedules to facilitate this shipping method, resolving the issue smoothly.

Initially, the time difference between Korea and Mexico occasionally caused communication challenges. However, the PLANIT 147 adjusted to the Mexican timeline, and now, with established protocols between our teams, we operate seamlessly as one team.

How have American consumers responded to RADIANCE PLAN?

RADIANCE PLAN is primarily sold through Amazon in the U.S. To stand out among numerous products, we offer a 60-day free trial period, allowing consumers to return the product if they don't see results. We were confident that once consumers tried the product, they would experience its effectiveness. Indeed, more consumers who experience the product's benefits are making repeat purchases, and an increasing number are sharing photos of their improved skin in reviews.

Recent reviews include comments like "I trust Korean cosmetics," "Korean cosmetics always meet expectations," and "This is the most effective Korean cosmetic I've used." These reviews reaffirm that choosing Korean manufacturers, especially Kolmar Korea, was the right decision.

Lastly, could you share your future plans and aspirations?

With the U.S. market test for RADIANCE PLAN's initial product completed, we aim to achieve growth through aggressive marketing starting in 2026. We also plan to boost growth by continuously launching new products, in collaboration with the PLANIT 147. Through new product launches and expansion in the U.S. market, we aspire to grow into a global beauty brand. Please look forward to our journey.

As global interest in K-beauty continues to rise, some critics argue that K-beauty lacks brands comparable to those with long histories in the U.S. or Europe. This may be true to some extent. However, the essence of K-beauty lies not only in its products but also in its philosophy and approach to problem-solving—quickly and meticulously understanding what consumers truly want and translating that into tangible products.

Thus, K-beauty isn't limited to brands created by Koreans. Brands that genuinely understand and address consumers' hidden concerns, coupled with continuous innovation and technology to solve real problems, embody the spirit of K-beauty. The global beauty ecosystem created by these brands and Korean manufacturers is, in itself, K-beauty.

RADIANCE PLAN exemplifies this spirit, showcasing the value of K-beauty to the world. Stay tuned for the changes this brand will bring to the global beauty market.