Banila Co. pretty much rules  K-beauty cleansing balms, and in the U.S., they plan to do no less. With U.S. trends showing consumers want deeper connections with the brands they spend on, we created K-Beauty icon personas for each balm, giving K-pop stans a new bias.

Each balm’s persona channels K-pop culture, blending elements like Myers-Briggs types and astrology—popular with K-pop idols—alongside the product benefits. This strategy makes each balm instantly recognizable by its vibe and benefits, giving fans an easy reason to choose their fave.