Rom&nd — U.S. Market Entry

A fast-growing K-beauty color brand scaled for U.S. retail through simplified messaging, hero SKU selection, and a structured, trend-aware positioning strategy.

(about the project)

Rom&nd is globally recognized for its color expertise and trend-forward product development across lip, eye, and complexion categories. However, entering the U.S. market required a more finely tuned retail structure — one that clarified category priorities, competitive pricing, and long-term positioning.

Nexora identified hero categories with the strongest U.S. potential, focusing on lip tints, eyeshadow palettes, and complexion enhancers. We rebuilt the product hierarchy to emphasize best-selling textures and shades while reducing SKU complexity for buyer-friendly assortments.

Pricing and IMU were recalibrated to maintain Rom&nd’s accessible premium positioning, ensuring competitiveness within trend and specialty beauty channels. Our retail story highlighted color payoff, texture innovation, and everyday usability, translating Rom&nd’s trend-driven identity into a clear value proposition for U.S. buyers.

This project demonstrates how a high-velocity color brand can be structured for sustainable impact through targeted category strategy and refined commercial clarity.