Hashed Invests in Global K-Beauty Brand Accelerator Concept B

Hashed, the Seoul‑headquartered blockchain and technology venture capital firm led by CEO Simon Kim, has co‑invested in Concept B, a Korea‑born global beauty brand accelerator, alongside creator‑infrastructure company Nurihaus. Announced on May 29, 2026, the deal is positioned to secure operational and distribution infrastructure so Korean‑conceived brands can scale in the United States, the Middle East and beyond. Hashed’s move follows its acquisition of a financial services licence from the Abu Dhabi Global Market (ADGM) in April 2026 and will leverage Hashed Global Management Limited (HGML) in Abu Dhabi to support local distribution and retail partnerships in the UAE and wider GCC.

"K‑beauty has moved beyond a passing trend and now stands at a turning point where Korean‑conceived brands are rising to become a mainstream force in the global market," Simon Kim said. "The collaboration between Concept B and Nurihaus is more than simply selling great brands abroad — it is the infrastructure that nurtures them into brands capable of enduring on the global stage. Built on our Middle East network, Hashed aims to serve as the bridge that extends this journey globally, from the United States all the way to the Middle East."

Deal details and partner roles

The investment pairs Concept B’s brand‑building and U.S.‑level operating experience with Nurihaus’ creator and retail infrastructure. Concept B was founded in 2022 by co‑founders Ellen Park (CEO) and Su‑Kyun Chung, who previously served as Global President and General Manager Korea, respectively, at U.S. clean beauty brand Farmacy Beauty during its acquisition by Procter & Gamble. Nurihaus operates a global creator pool of 1.5 million creators across more than 100 countries and runs NuriLounge, Korea’s largest global creator community; its retail platform NuriGlow already carries Concept B’s first brand in the U.S.

• Concept B founded: 2022
• First in‑house brand: fvrts — launched November 2025; full daily skincare lineup to roll out through 2026
• Second brand: DERMA APOTHEKO — dermatological line scheduled to launch later in 2026
• Nurihaus network: 1.5 million creators across 100+ countries; collaborations with 400+ brands
• Hashed global hubs: Seoul headquarters plus San Francisco, Singapore, Bangkok, Bangalore and Abu Dhabi
• ADGM licence acquired: April 2026

Concept B positions itself as more than an exporter of products: "We are a global beauty brand accelerator that designs operations, branding, and distribution together so that brands conceived in Korea can survive long‑term in global markets," Ellen Park said. She added that the Hashed‑Nurihaus partnership "adds a Middle East‑bound global network on top of our U.S. brand operating experience" and will accelerate efforts to embed brands like fvrts into consumers’ daily routines worldwide.

Aram Baek, CEO of Nurihaus, framed the partnership as a means to speed Concept B’s North American entry: "We will serve as a strong foothold so that Concept B's carefully built in‑house brands can enter the North American mainstream as quickly and decisively as possible, carried by Nurihaus’ global creator community and offline retail infrastructure." For Hashed, the investment represents a strategic continuation of its post‑ADGM plan to act as a bridge between Korean consumer brands and Middle Eastern markets while maintaining expansion into the U.S. and Asia.