Global blockchain and tech venture capital firm Hashed has made a new investment in K-beauty, partnering with Nuri House, a global K-beauty creator operating system (OS) company, to invest in Concept B, a global beauty brand accelerator. The investment marks Hashed's second foray into the K-beauty sector, aimed at securing operational and distribution infrastructure for Korean-originated brands to enter overseas markets, including the US and the Middle East. Hashed obtained financial services authorization from Abu Dhabi Global Market (ADGM) in April, enabling it to connect Korean consumer brands with the Middle Eastern market. This investment in Concept B is part of that strategy. Founded in 2022, Concept B is a Korea-based global beauty brand accelerator that develops and launches in-house brands for international markets. Co-founders CEO Park Mi-ryeong and co-founder Jeong Su-gyun previously held roles as global head and Korea country manager, respectively, at US clean beauty brand Farmacy Beauty, leading its global growth until its acquisition by P&G. Concept B's first in-house brand, fvrts, is a daily skincare line featuring plant-based ceramides. Since its official launch in November last year, it has rapidly gained influencer and consumer reviews in major domestic and international magazines and distribution channels in Korea and the US within four months. The brand plans to sequentially release a full daily skincare lineup this year, with a second in-house derma skincare brand, DERMA APOTHEKO, expected to launch within the year. Co-investor Nuri House operates a global creator pool of 1.5 million across 100 countries and runs Nuri Lounge, Korea's largest global creator community. fvrts has already entered the US market through Nuri House's creator-participatory commerce platform, Nuri Glow. The partnership is expected to combine Concept B's founders' global brand experience with Nuri House's creator and retail infrastructure. Hashed, through its Abu Dhabi-based subsidiary Hashed Global Management Limited (HGML), plans to support K-beauty brands' expansion into the UAE and GCC regions, viewing them as next-generation markets, by facilitating local distribution and retail partnerships.
Kim Seo-joon, CEO of Hashed, stated: "K-beauty is at a turning point, expanding beyond a temporary trend into a global mainstream. The collaboration between Concept B and Nuri House provides a foundation for Korean brands to grow sustainably on the global stage." He added: "Based on our Middle East network, Hashed aims to serve as a bridge for Korean brands to expand beyond the US into the Middle East market." Baek A-ram, CEO of Nuri House, commented: "We are excited to work with Concept B's founders, who have global scale-up experience. We will support Concept B's brands in establishing a foothold in the North American market using our global creator community and offline retail infrastructure." Park Mi-ryeong, CEO of Concept B, said: "Concept B is a global beauty brand accelerator that designs operations, branding, and distribution for Korean brands to grow sustainably in global markets. Starting with fvrts, we will expand our in-house brands into the US, Middle East, and Asian markets." She emphasized: "This partnership is a key turning point, combining US market brand operation experience with Middle East networks. We will accelerate so that Concept B's brands become a natural part of global consumers' daily lives."
Source: Read the original report | Published: May 29, 2026