Hashed Invests in Global K-Beauty Brand Accelerator Concept B

Seoul-based venture firm Hashed has announced a co-investment in Concept B, a Korea-born beauty brand accelerator, alongside creator-platform Nurihaus as part of a push to scale Korean-conceived K‑beauty brands into the United States and the Middle East. The deal follows Hashed’s acquisition of a financial services licence from the Abu Dhabi Global Market (ADGM) in April 2026 and will leverage Hashed’s Abu Dhabi hub to provide distribution and retail partnerships in the UAE and broader GCC through Hashed Global Management Limited (HGML).

"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," said Simon Kim, CEO of Hashed. "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."

Details of the partnership and assets

The investment pairs Concept B’s brand operating expertise with Nurihaus’ creator and retail infrastructure. Concept B, founded in 2022 and led by CEO Ellen Park and co‑founder Su‑Kyun Chung, develops in‑house brands in Korea designed to be globally scalable from day one. Park and Chung previously served as Global President and General Manager Korea, respectively, at U.S. clean beauty brand Farmacy Beauty, where they led global growth through the company’s acquisition by Procter & Gamble (P&G).

• Concept B’s first in‑house brand, fvrts, launched officially in November 2025 and is a daily skincare line built around plant‑based ceramide.
• fvrts is already being distributed in the U.S. market through NuriGlow, Nurihaus’s retail platform; a full product rollout for fvrts is scheduled throughout 2026.
• Concept B’s second in‑house brand, DERMA APOTHEKO, is slated to launch later in 2026.
• Nurihaus, founded in 2020, operates a global creator pool of 1.5 million creators across more than 100 countries and runs Nurilounge, Korea’s largest global creator community, and has collaborations with 400+ brands.
• Hashed operates global hubs across San Francisco, Singapore, Bangkok, Bangalore and Abu Dhabi and says it provides capital, networks and on‑the‑ground execution to help founders scale globally.

"We have high expectations from the partnership between Concept B's founding team - with their exceptional global scale-up experience - and Nurihaus," said Aram Baek, CEO of Nurihaus. "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."

Ellen Park framed Concept B as an operator, not an exporter. "Concept B is not simply a company that exports brands. 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," she said, adding that the partnership "adds a Middle East-bound global network on top of our U.S. brand operating experience."

Outlook: the co‑investment creates an operational bridge intended to accelerate brand rollouts from Korea into major markets. Hashed will use its ADGM licence and Abu Dhabi presence to pursue local distribution and retail partnerships in the Middle East while Nurihaus supplies creator-driven demand and U.S. retail access. Concept B plans to push fvrts and subsequent in‑house brands across the U.S., Middle East and Asia through the combined infrastructure.