In just a few short years, RIMAN has transformed from a South Korean startup into a rising global K-Beauty and wellness powerhouse. Founded in 2018, the brand’s mission is clear: to merge scientific innovation, sustainability, and beauty tradition into a holistic skincare experience.
Now, in 2025, RIMAN’s dual international events, the European launch in London and the first Asia-Pacific (APAC) Convention in Macau,, mark a defining moment in its global trajectory. This isn’t just an expansion of markets; it’s an expansion of vision, influence, and purpose.
On October 19, 2025, RIMAN officially entered the European beauty market through a high-profile launch at Novotel London West, attended by more than 1,200 participants from across Europe.
The event showcased RIMAN’s scientific philosophy, brand heritage, and innovative product lines. Just two days earlier, the company inaugurated its first European business hub, the “House of RIMAN”, in London, a dedicated space for distributor training, customer experiences, and leadership networking.
During the event, RIMAN’s executives announced plans to expand into Ireland, Italy, and Spain by 2026, signaling a carefully orchestrated European rollout.
Two weeks later, RIMAN hosted its first APAC convention at the Londoner Hotel in Macau on November 1–2, 2025, drawing nearly 3,000 attendees from 10+ countries, including Korea, Malaysia, the Philippines, Japan, and Australia.
The event blended science, recognition, and culture, featuring gala dinners, leadership panels, and training workshops, alongside an immersive exhibit dedicated to RIMAN’s proprietary ingredient: Giant BYoungPool™.
This gathering reinforced RIMAN’s commitment to building cross-border e-commerce ecosystems, fostering innovation-driven distributors, and cultivating a global K-Beauty community.
At the core of RIMAN’s innovation is its Giant BYoungPool™, a patented cultivar of Centella Asiatica, a plant celebrated for its soothing and regenerative properties. What sets this version apart is its biotechnological enhancement, granting superior antioxidant and healing capabilities.
Biotech Meets Tradition: Modernizing Centella Asiatica
The ingredient embodies Korea’s dual heritage, the respect for nature and the pursuit of science. Backed by a 20-year Plant Variety Protection (PVP) from both the USDA (2025) and Korea Forest Service (2022), Giant BYoungPool™ is not only exclusive to RIMAN but also recognized for its global innovation value.
The Smart Farm Supply Chain
Unlike many beauty companies that outsource production, RIMAN maintains a “Smart Farm” model integrating cultivation, extraction, formulation, and packaging under one digital ecosystem. This farm-to-lab transparency ensures full quality control, minimal waste, and sustainable sourcing, a rarity in the direct-selling industry.
Precision Market Entry and Localization
RIMAN’s approach to expansion is highly data-driven and culturally aware. Instead of entering multiple markets simultaneously, it focuses on anchor cities like London and Macau locations that represent regional influence and accessibility.
Building Leadership Networks and Brand Ambassadors
The company invests heavily in training distributors, transforming them into brand advocates rather than mere sellers. Pre-launch workshops, mentorship sessions, and global conventions all serve to align partners with RIMAN’s brand ethos, emphasizing science, trust, and sustainability.
Establishing “House of RIMAN” as a Regional Anchor
Physical spaces like the House of RIMAN serve dual functions as retail experience centers and as leadership academies. They embody the brand’s promise of community building and education-first selling.
Balancing Direct Selling with Premium Branding
While many direct-selling firms prioritize recruitment-driven models, RIMAN disrupts this pattern by emphasizing brand integrity over volume. Its marketing aesthetics mirror luxury skincare houses, aligning more with AmorePacific than typical MLM players.
Transparency and Ethical Communication
By publicizing its patents, ingredient sourcing, and leadership team, RIMAN positions itself as a trustworthy, research-backed wellness brand, something the MLM space sorely lacks. Its scientific validation lends credibility to distributors and customers alike.
Insights from CEO KyungJung Kim and CSO Youngsu Hwang
RIMAN’s leadership team is composed of seasoned professionals from Korea’s beauty and biotech sectors. CEO KyungJung Kim drives corporate vision, while Global CSO Youngsu Hwang focuses on the human side of expansion, nurturing leaders who embody purpose and passion.
As Hwang eloquently states:
“RIMAN’s global expansion is driven by more than numbers; it’s fueled by people and purpose.”
RIMAN’s “People-Centric” Business Philosophy
At its core, RIMAN believes that empowerment precedes profit. This human-first mindset differentiates it from transactional MLMs and aligns with modern ethical entrepreneurship, a growing global trend.
Brand | Core Differentiator | Sales Model | Global Reach | Hero Ingredient |
RIMAN | Biotech + Smart Farm Integration | Direct Selling | EU, APAC, NA, LATAM | Giant BYoungPool™ |
Atomy | Affordable Functional Cosmetics | Direct Selling | 20+ Countries | HemoHIM |
AmorePacific | Luxury, R&D-Driven | Retail + E-commerce | 50+ Countries | Green Tea, Ginseng |
NU Skin | Device + Supplement Tech | MLM | 50+ Countries | LumiSpa + ageLOC |
From Korean Trend to Global Wellness Movement
Once associated with 10-step routines and sheet masks, K-Beauty 2.0 is now about science, personalization, and sustainability. RIMAN leads this shift, blending smart agriculture and skin microbiome science to meet global wellness standards.
Biotechnology as the Future of Beauty
As climate change reshapes consumer demand, biotech skincare offers resilient, traceable, and eco-friendly alternatives, aligning with RIMAN’s long-term sustainability vision.
Regulatory Compliance and MLM Structure
Although RIMAN identifies as a direct-selling company, it must maintain compliance with regional laws governing MLM operations, which vary across countries. Transparent communication about compensation and distributor ethics will be crucial as it grows.
Transparency and Consumer Protection
RIMAN’s open approach to ingredient protection, leadership visibility, and scientific proof provides a competitive edge in ethical branding, reducing skepticism in a traditionally opaque industry.
The London and Macau events positioned RIMAN not just as another beauty brand, but as a global innovation platform. The brand successfully shifted public perception from “K-Beauty MLM” to “Biotech Wellness Brand with Heart.”
These gatherings created ripple effects in the media, influencing distributors, dermatologists, and investors alike.
RIMAN’s rise reflects a broader trend: the merging of biotechnology and direct selling. If executed ethically, this model could redefine how wellness brands reach consumers, emphasizing authenticity, data, and sustainability over aggressive recruitment.
The RIMAN Global Expansion of 2025 represents more than just market entry; it’s a bold declaration of intent. By fusing biotechnology, sustainability, and purpose, RIMAN is shaping the next frontier of K-Beauty 2.0: one that’s as intelligent as it is inspiring.
From Seoul to London to Macau, RIMAN’s journey underscores a timeless truth that the future of beauty lies in innovation rooted in integrity.
There are no reviews yet. Be the first one to write one.
