The current global K-beauty craze is not a phenomenon born overnight through viral marketing. Remarkably, about 30 years ago, long before K-beauty garnered worldwide attention, Korea was already a battleground for high-quality cosmetic brands.
From those days until now, Dr. VITA, a brand launched in 2011, encapsulates the carefully curated expertise of a skincare professional who has walked a singular path in the skincare industry.
Here lies the story of his philosophy, beliefs, and the brand itself. Discover more below.
