VX Media creators Yifan Li and Olaf Hernandez joined Larissa Gargaro, Head of Creators at VX Media, at Meta K-Beauty Summit 2026 in Seoul, bringing together creator and industry perspectives on what K-Beauty brands should know about connecting with US audiences.
The conversation explored what makes creator partnerships work across markets, from creative freedom and cultural context to the value of building relationships that continue beyond a single campaign. At the center was a shared question: how can K-Beauty brands bring what makes them distinctive to US audiences while giving creators the space to communicate it in a way their communities understand?
From the creator perspective, Yifan Li and Olaf Hernandez spoke about the importance of genuine product fit and having room to interpret a brand’s message through their own voice and creative language. Yifan emphasized that K-Beauty does not need to lose its Korean identity to connect with US consumers, but should be given the right context. Olaf added that creators can bring unfamiliar products into the worlds their audiences already connect with, whether through fashion, lifestyle, location, or a strong visual approach.
From the industry side, Larissa Gargaro shared what US audiences increasingly value: authenticity, transparency, and community. For brands, that means treating creators as thought partners who understand how to communicate with their own audiences, rather than simply asking them to deliver a predetermined message. She also spoke about the value of long-term relationships and giving creators opportunities to experience a brand and its culture more closely, including bringing US creators to Seoul to understand K-Beauty at its source.
For VX Media, conversations like these are an important opportunity to bring both creator and industry perspectives to the table, share what we are seeing across the US creator landscape, and learn directly from the brands and people shaping K-Beauty globally. We’re grateful to Meta for the opportunity to be part of Meta K-Beauty Summit 2026, share our perspective, and connect with the wider K-Beauty community in Seoul.