K-beauty goes live at Coachella

The Coachella Valley Music and Arts Festival is underway, and K-beauty brands are making a notable push into the global spotlight with on-site activations tailored to the desert environment. Held annually in Indio, California, the festival draws hundreds of thousands of visitors, offering Korean beauty companies a high-impact platform to engage North American consumers and test products in real time. Among them is Molvany, which is operating a booth throughout the festival period. The brand is c

By The Korea Herald