Oh K! Beauty was founded in 2014 by NPW Group, a UK-based company specializing in novelty gifts, beauty, and lifestyle products. The brand emerged from NPW's trend-spotting efforts to bring accessible K-beauty to the West, starting with a collection of solution-focused face masks developed in partnership with Seoul-based R&D teams.
NPW, led by CEO Tim Wright, created Oh K! as an in-house brand to emphasize playful packaging, cruelty-free formulations, and "skindividuality"—celebrating unique skin types through innovative, joyful products like sheet masks, serums, and balms. No single individual is credited as the founder; it's a collective NPW initiative rooted in Korean skincare philosophies. Since launch, Oh K! has grown globally, available at retailers like Ulta, ASOS, and Beauty Bay, and topped Cosmetify's 2024 most-searched beauty brands with 73.4 million searches.
- Founder: Oh K! was created by NPW Group, with Tim Wright as CEO at the time.
- Mission: The brand was created to provide an accessible and enjoyable introduction to Korean skincare, focusing on "skindividuality" (celebrating unique skin types) through playful and innovative products.
- Products: The brand's initial offering was a collection of solution-focused face masks, but its range has expanded to include serums, balms, and other skincare essentials.
- Key features: Products are designed with playful, K-pop-inspired packaging, cruelty-free formulations, and innovative ingredients inspired by Korean beauty philosophies.
- Global reach: Oh K! is sold in retailers worldwide, such as Ulta, ASOS, and Beauty Bay.
