Duty Free Global has announced a strategic partnership with Brandepot to launch an ambitious new venture dedicated to introducing the dynamic world of K-Beauty to a global audience
Brandepot, a brand development and distribution company specializing in bringing innovative and high-quality products to global markets, has a strong track record in curating and scaling premium brands and has successfully introduced leading Korean beauty to the Travel Retail market.
A defining feature of this partnership is the active involvement of industry veteran Jonathan Holland alongside the next generation of leadership from both organizations. Holland — who brings more than 30 years of leadership experience across skincare, cosmetics and fragrance sectors with brands such as Elizabeth Arden, YSL Beauté, Amore Pacific, Dr Jart+, Ferragamo and Davidoff in domestic markets and global duty-free/ travel retail –will assume the position of Chief Executive Officer for the new venture.
“The strength of K-Beauty lies in its innovative formulations and trend-setting approach to skincare and beauty – key pillars from which we can build a viable and scalable business. My role is to help lay the foundations to ensure the business is positioned for sustainable growth from the outset. Beyond commercial success, we are equally committed to nurturing the next generation of leaders within the business. By combining experience and fresh perspectives, we aim to create a dynamic organization that remains relevant and can thrive for years to come,” says Holland.
Hailey Kim of Brandepot and Ben Geoghegan of Duty Free Global will play key roles in driving the venture forward, reflecting a shared commitment to fresh thinking, entrepreneurial energy, and long-term growth.
Their hands-on participation signals not only the importance of this initiative to both companies but also a clear investment in building a sustainable, future-focused partnership.
“To be involved in bringing the innovation, craftsmanship, and heritage of Korean beauty to a global audience is a real privilege and a responsibility. Travel retail offers a uniquely dynamic platform to connect with consumers from around the world, and I am inspired by the opportunity to help shape brands that resonate across cultures while staying authentic to its origins. Contributing to this journey means not only supporting commercial growth, but also playing a role in sharing the values, creativity, and excellence that define Korean beauty. I look forward to collaborating with passionate teams, building meaningful partnerships, and helping to create brand presence that stands out in this competitive and fast-evolving environment. It is an exciting chapter, and I am proud to be part of a vision that brings together two family businesses with expertise and intense passion for the Travel Retail channel,” says Ben Geoghegan.
“We are thrilled to partner with Brandepot on this exciting venture,” said Barry Geoghegan for Duty Free Global. “K-Beauty represents one of the most dynamic and fastest-growing segments in the beauty industry. Our partnership underscores our commitment to innovation, growth and delivering exceptional value to consumers worldwide. Together, we will deliver a unique and engaging retail experience that introduces traveler’s and international consumers to the very best of Korean beauty. “I am also proud that a great friend and one of the most respected professionals in GTR beauty, Jonathan Holland, has agreed to take on the role of Chief Executive Officer in this great new venture.”
Won Kim, founder of Brandepot echoed this enthusiasm, highlighting the shared vision behind the collaboration.
“We are delighted to embark on this exciting journey with Duty Free Global to launch K-World Beauty. K-Beauty has become a global phenomenon, admired for its innovation, creativity, and ability to inspire consumers worldwide. At Brandepot, our mission is to curate and develop brands that resonate deeply with consumers, and this partnership allows us to bring the very best of Korean beauty to international audiences. Together, we will not only distribute high-quality products but also share the stories, culture, and values behind them,” says Kim.
The rollout of the K-World Beauty’s initiatives is set to begin in key global travel retail locations, with expansion into some key domestic markets to follow.
