Dr. Jart+
Dr. Jart+ (Hangul: 닥터자르트; read simply as Doctor Jart) is a South Korean skin care brand. It was created in 2004 by entrepreneur Lee Jin-wook, with consultation from dermatologist Dr. Jung Sung-jae. Their name is an abbreviation of "Doctor Joins Art", which reflects their positioning philosophy as "a fusion of dermatological science and art". Dr. Jart+'s best-selling products include moisturizers from their Ceramidin and Cicapair lines, "rubber" face masks and BB creams. The brand is noted as the first to introduce BB creams to the American market in 2011. Dr. Jart's parent company , Have & Be, was acquired by Estée Lauder in 2019. History. In spring 2003, entrepreneur Lee Jin-wook () was waiting in the lobby of a dermatology clinic in Gangnam, Seoul, as he observed a group of young women enthused by a product on display, which was BB cream. He began to research the product closely, and later left his post at an architectural firm to focus on his venture. Dr. Jung Sung-jae () had been working out of his own Seoul practice since 2001, where he was constantly testing new treatments for his patients with severe skin issues. Lee approached him  to invest and consult on Dr. Jart+, with the intent to bring Jung's formulations to a wider audience. The name "Jart" was initially coined as a portmanteau of "Jung" and "art". Jung remains as the brand's chief dermatologist. Dr. Jart+ was in development for three years before being exclusively introduced to dermatology clinics. It was launched in December 2004 with a capital of 50 million won (roughly US$47,000 in 2019). Dr. Jart+ was first sold through e-commerce, which Lee described as a "rarity" in the cosmetics industry. Its revenue in 2005 only amounted to 500 million  won, but began to increase through word-of-mouth on online retailer SkinRx Lab. By 2008, its sales amounted to seven billion won. In its early days, Lee focused extensively on exporting Dr. Jart+ outside of Asia, strategizing that the brand's popularity in Asian territories would follow after pioneering more "difficult" markets first. The brand partnered with Japanese department store Takashimaya in June 2009 to offer their products at its now-defunct Fifth Avenue location, which effectively made Dr. Jart+ the first Korean brand since Amorepacific to have a presence in New York. It entered the greater American market  in early 2011 with cosmetics retailer Sephora, offering two BB creams at ten of its locations at the time, which was a "hit". The "New York Times" credited this launch as "[paving] the way for a Korean beauty invasion of the United States" and spawning iterations from L'Oreál to Dior. The brand has since expanded to selling 50 products at all Sephora outlets. Products. Dr. Jart+ is composed of nine lines, each focused on a specific ingredient or skin issue: Corporate affairs. Identity. Dr. Jart+ eschews celebrity endorsements in favor of animation to communicate their brand. Dr. Jart+'s branding  and packaging was refreshed by design firm Pentagram in 2018, starting with the international roll-out of their newly-created Ceramidin line. Dr. Jart+ is considered to be among the forefront of brands leading the Korean beauty wave. In an article for Racked, Ju Rhyu, a business-to-business consultant, believes that Dr. Jart+ is keen to "downplay" this angle, like competitors Amorepacific and Belif. These companies communicate a "very clear brand identity and the K-beauty message is more secondary," in an effort to secure brand loyalty and longevity. In an email by Dr. Jart+'s vice president of  marketing, Susan Tsui, they state that the brand is "proud of its Korean roots", yet "Dr. Jart+ is fueled by our commitment to adhere to what we were founded on, art and skincare." Advertising. Dr. Jart+ has been the exclusive skin care sponsor of designer brand Opening Ceremony at New York Fashion Week since 2015. The brand has stocked their products in their retail stores since 2011.