Meet the women bringing the best of K-Beauty and K-Drama to the Philippines | Lifestyle.INQ

OCTOBER 27, 2022

Life has an odd way of working out: The lost time before flights can lead to bigger journeys. When Monique Madsen found herself stuck at Incheon International Airport earlier this year, little did she know it would be the start of a new project: KPosh x VIU.

KPosh is an online destination for all things K-Beauty. It provides access to many brands like Wondolly, Farmstay, Dewytree, 3W Clinic, and Banila Co.

The love for these cult beauty labels began when Monique whiled away at the airport by shopping. “As I began using my new beauty discoveries, I gradually grew impressed by how good these Korean brands are,” Monique says. “I was also pretty amazed by the fact that most of them had such an accessible price point.”

Monique Madsen

When Monique tells you something is good, better listen up. Her judgment is educated by years in fashion, lifestyle publishing, and content editing—including work for Copenhagen’s Welum and her own styling company in Shanghai.

As Monique was looking for a place to restock her Incheon loot here in the Philippines, she didn’t find much luck. What she did find are friends Constantin Robertz (former CEO & President, Entrego Philippines) and Alexander Friedhoff (Co-Founder and Managing Director, Etaily) as they were conceiving a new e-commerce platform.

Serendipity? It’s just might be.

KPosh then got its start, and Monique called up another friend, Arianne Kader-Cu, country head of online streaming channel VIU to team up with.

Arianne is well-versed in the world of retail. She was part of the ZALORA Philippines launch before joining Viu in 2017. She is responsible for developing Viu’s dual revenue subscription and advertising strategy.

Arianne Kader-Cu

VIU is the leading streaming service for all things K-Drama. With VIU, you get a deep library of Korean shows and movies, along with other Asian gems. It’s offered in 16 different markets from the UAE to The Philippines, proving how hallyu is taking over the world.

KPosh x Viu is a collaboration that’s just perfect for those who love binge-watching their K-Dramas while they have a sheet mask on. It’s for those who want to achieve that “glass skin look” they see on their Korean heroes and heroines.

“For Ari and I, we thought what better way to go about our collaboration than to be as relevant to the times we are in as possible. With people working from home or spending a lot more time at home in general, self-care by doing elaborate beauty regimen has been an essential part of everyday life now. Whether to de-stress or to feel good about ourselves, more and more are putting a lot of focus on taking care of themselves,” says Monique.

KPosh x Viu highlights three shows for this partnership: Alice, Flower of Evil, and When I Was The Most Beautiful. You can join in the fun with the hashtag #KPoshVIUty.


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