For years, many beauty products focused on quick fixes. This is one reason K‐Beauty brands continue to gain momentum globally. The category has built a reputation for innovation, accessible price points and an ability to spot emerging trends quickly. In many ways, beauty brands are now being challenged to think the same way about their operations. At Lemonpath, we've had the opportunity to work with a wide variety of beauty and skincare brands, including products influenced by the growing K‐Beauty trend.