LAKA: Korea’s Trailblazing Gender-Neutral Beauty Brand

In a beauty industry often defined by rigid gender norms and saturated trends, LAKA emerges as a breath of fresh air. Founded in May 2018 by Minmi Lee, a former marketing director at LG Health & Beauty and Estée Lauder, LAKA is South Korea’s first gender-neutral beauty brand—and it’s rewriting the rules of self-expression, one product at a time.

Philosophy: Beauty Without Boundaries

LAKA was born from a bold vision: to create makeup that transcends gender, age, and stereotypes. Minmi Lee’s founding principle was clear—“Gender-neutral and neutral color.” This wasn’t just a marketing angle; it was a cultural statement. LAKA’s campaigns feature both male and female models using the same products, not to appeal to the opposite gender, but to celebrate individual identity.

In a world increasingly embracing fluidity, LAKA’s minimalist packaging and inclusive messaging resonate deeply with Gen Z and millennials who value authenticity over conformity.

Hero Products: Lip Power and Vegan Innovation

LAKA’s most iconic offerings include:

• Fruity Glam Tint: A vegan, high-gloss lip tint available in 23 fruit-inspired shades, infused with vitamin-rich juices like kiwi, grapefruit, and papaya. It delivers vibrant color with a nourishing formula that suits all skin types.

• Soul Vegan Lip Balm: A bestseller that combines hydration with subtle tint, perfect for everyday wear.

• Wild Brow Shaper: Designed for effortless brow styling, regardless of gender or brow type.

The brand’s most popular lip color, Leonard, is a soft MLBB (My Lips But Better) shade—surprisingly, 30% of its buyers are men, proving LAKA’s appeal across the spectrum.

Where to Find LAKA

LAKA doesn’t operate standalone stores, but it’s widely available through:

• Olive Young: Korea’s top drugstore chain, which began stocking LAKA just four months after its launch.

• Department stores and duty-free shops: Offering hands-on access to products.

• Online platforms: Including YesStyle and LAKA’s official site, with global shipping options.

Global Ambitions

LAKA is expanding beyond Korea, with plans to enter Japan, Southeast Asia, China, and the U.S.. As the demand for inclusive beauty grows, LAKA is poised to become a global symbol of progressive cosmetics.

Why LAKA Matters

LAKA isn’t just selling makeup—it’s selling freedom of expression. In an industry often obsessed with perfection and gendered ideals, LAKA invites everyone to play, explore, and define beauty on their own terms.