The Estée Lauder Companies is buying K-Beauty brand Dr. Jart+ so it's about to become your new go-to skincare hero

, none of which originated in South Korea. But now, The Estée Lauder Companies Inc. is officially staking a claim in a brand born in what is arguably the fastest-growing region of the beauty world by buying beloved Korean brand Dr. Jart+., Estée Lauder is expected to acquire Have & Be Co. Ltd., the Seoul-based skin-care company behind Dr. Jart+, next month.

"As consumers increasingly focus on skin care and the category continues its rapid global growth, the influence of cutting-edge, scientifically-driven brands like Dr. Jart+ is undeniable,” William P. Lauder, executive chairman of The Estée Lauder Companies Inc., said in aOne of Asia's most popular beauty brands has just launched in the UK Founded in 2005, Dr. Jart+ has become one of the most globally recognizable Korean brands, helping usher in the thriving K-beauty trend in the U.

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