By
Jennifer Famiano
May 20, 2026
In 2015, Korean beauty brands entered the U.S. market with a skincare-first philosophy, marking a clear departure from the social media–driven makeup trends that dominated the beauty industry at the time. The initial K-beauty boom introduced products like BB/CC creams and sheet masks, while also bringing innovative ingredients such as snail mucin and ginseng into the mainstream.
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The Second Coming of K-Beauty
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As an executive director and beauty industry analyst for Circana, Jennifer Famiano leads the beauty category team responsible for insights and market intelligence. She works to identify and recommend opportunities, white space, and marketing strategies for global prestige beauty clients. Prior to this role, she delivered strategic analyses to beauty retail partners using her unique insight as both a fan of the category and as someone who has worked for cosmetic manufacturer clients.
Before joining Circana in 2006, Famiano spent several years working with Clarins and Shiseido and has used her insider view to dive into the data and help clients find opportunities, strengthen their leadership positions, and understand market trends.
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