The Most Underrated K-Beauty Skincare Brand: LAGOM
My exposure to K-beauty skincare brand Lagom started in 2021, when they were timidly trying to expand out of South Korea. Back then, they were barely making a sound in the U.S. market. I suspected that itโs because their brand identity confused U.S. consumers in the midst of a rise in K-beauty popularity in the early 2020s. This confusion, I suspect, came from their brand identity: minimalistic,โฆ












