Adapt

What Adapt does

Adapt Inc. (주식회사 어댑트) is a Seoul-based D2C (Direct-to-Consumer) media commerce company founded in 2017 that operates a portfolio of beauty, wellness, and personal care brands built on a vertically integrated content-to-commerce model. The company develops and sells approximately 200+ products across sub-brands including FOODOLOGY (K-inner beauty and wellness supplements), OBgE (men's beauty and skincare), FULLY (clean/vegan skincare, including the hyperperformance FULLY Labs line), Coleology (sleep and slimming supplements), epais (scalp care), and asaibi (gummy/jelly formats). It monetizes through one-time D2C product sales distributed across its own e-commerce platform (adaptkorea.com), Korean retail and marketplace channels (Olive Young, Musinsa, Coupang, Hwahae), and global channels including Amazon US and Japan, TikTok Shop North America, Sephora across 6 APAC countries, Qoo10 Japan, and Shopee Taiwan.

Adapt's core technology platform is its owned-media distribution layer: through the November 2021 acquisition of ODG and Solfa Studios, it operates four YouTube channels (SOLFA, ODG, 1994, HUP) with a combined 4.22M+ subscribers and 700M+ views, providing organic content marketing and brand-building independent of paid media fluctuations. The company's stated operating philosophy is to listen to direct customer voice across D2C, marketplace, and retail channels and feed that feedback into continuous product and brand iteration. Adapt serves mass-market end consumers — primarily beauty, inner beauty, men's grooming, and wellness buyers — across 12+ countries in South Korea, the Americas, APAC, and the Middle East.

Commercially, Adapt has scaled revenue from 264억 KRW in 2020 to 2,000억 KRW (~$148M USD) in 2024, with a 2025 target of 3,000억 KRW. The business is sales-led and consumer-direct, with pricing not publicly disclosed for most SKUs. Distribution and retail-platform awards (Olive Young, Musinsa, Coupang, Hwahae, Amazon Top Brand) and high-profile endorsements (Cardi B, Kylie Jenner, Jeon Somi, IVE's Lee) anchor the brand portfolio. Adapt raised a disclosed ~$1.0M round in November 2019 from a Korean strategic-financial consortium including Lotte Homeshopping (a retail partner), KB Investment, KDB Capital, Hyundai Investment Partners, Aju IB Investment, Mirae Asset Venture Investment, and Innopolis Partners; no further funding rounds are disclosed.

Name

Adapt

Legal name

주식회사 어댑트 (Adapt Inc.)

Website

https://adaptkorea.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Adapt Inc. is a Seoul-based D2C media commerce company that develops and sells 200+ beauty, wellness, and personal care products across sub-brands (FOODOLOGY, OBgE, FULLY, Coleology, epais) via owned e-commerce, Korean retail (Olive Young, Musinsa, Coupang), and global channels (Amazon, Sephora APAC, TikTok Shop), powered by 4 in-house YouTube channels with 4.22M+ subscribers.

Ownership category

akta.pro rank

Product category

K-Beauty and Personal Care

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Health and Personal Care Retailers (456)

SIC

Wholesale-Miscellaneous Nondurable Goods (5190)

akta.pro primary industry

Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC)

akta.pro secondary industries

Botanical/Herbal & Adaptogen Functional Beverage Production (AFAFAFAF), Multivitamins & Daily Packs (CRADAGAC), Natural, Organic & Clean Beauty Distribution (CRAOAEAM)

Keywords

• K-beauty brands
• D2C media commerce
• Inner beauty supplements
• Men's grooming products
• Vegan skincare

Headquarters

HQ city

Seoul

HQ country

South Korea

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D

Revenue model

1. D2C Product Sales: Direct-to-consumer sales of branded products across beauty, wellness, and lifestyle categories. Revenue generated through own e-commerce platform, major online marketplaces (Amazon, Coupang, Qoo10), and retail partners (Olive Young, Musinsa, Sephora). The company operates multiple brands including FOODOLOGY, OBgE, FULLY, and others.

Go-to-market motion1 record

Distribution channels10 records

Marketing channels6 records

Core offering

Adapt is a D2C (Direct-to-Consumer) media commerce company that develops, markets, and sells its own branded beauty, wellness, and personal care products directly to consumers. It operates multiple sub-brands (FOODOLOGY, OBgE, FULLY, Coleology, epais, asaibi) across categories including inner beauty supplements, men's grooming, clean skincare, and scalp care, distributed through its own e-commerce site, Korean retail chains, and global marketplaces.

Product overview

Adapt is a D2C (Direct-to-Consumer) media commerce company that operates multiple beauty and wellness brands. The company operates on a V-Commerce model combining video/content with commerce, featuring brands including FOODOLOGY (K-inner beauty/wellness), OBgE (men's beauty), FULLY (premium vegan skincare), Studio Solfa (YouTube content production with 4 channels), epais (scalp care), and Coleology (health supplements). The portfolio includes approximately 200+ products sold across 12+ countries globally, with brands spanning wellness, inner beauty, men's grooming, and clean skincare categories.

Differentiator

Problem solved

Functional benefit

Brands

• FOODOLOGY (푸드올로지): K-inner beauty brand focusing on wellness and inner beauty, with products like cutting jelly and supplements
• OBgE (오브제)
• FULLY (풀리)
• 95PROBLEM
• epais
• Studio Solfa (스튜디오 솔파)

Products and services

• FOODOLOGY (푸드올로지) K-inner beauty brand focused on wellness, dietary supplements, slimming, and inner beauty products for health-conscious consumers seeking convenient daily wellness routines.
• OBgE (오브제) Men's beauty and skincare brand offering foundation, lip balm, face line stick, sun stick, and moisturizing products for male consumers seeking grooming, sun protection, and natural-looking makeup.
• FULLY (풀리) Premium clean and vegan-certified skincare brand offering cleansers, serums, moisturizers, and sun care for consumers seeking high-performance vegan skincare with global distribution via Sephora APAC.
• Coleology (콜레올로지) Sleep and beauty supplement sub-brand offering sleep beauty tablets and slimming jellies targeted at consumers seeking weight management and better sleep.
• epais (에이페) Scalp care brand under the Adapt portfolio offering scalp treatment products including the Scalp Boosting Ampoule for consumers concerned with scalp health.
• asaibi (아사비) Gummy, candy, and jelly stick product line launched in February 2025 that achieved viral popularity as a fun, convenient wellness snack format.

Quantifiable outcome

• Foodology Cutting Jelly achieved ~40% repurchase rate in wellness and inner beauty category on Amazon US
• +6 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• ODG and Solfa StudioscoreStrategic or Co-development Partner · 16 November 2021Adapt acquired content production companies ODG and Solfa studios, operated by director Yoon Seong-won. The acquisition includes digital content operations and YouTube channels that have collectively surpassed 4.22 million subscribers and over 700 million views. These studios create original content independent of media environment fluctuations.

Scale indicators11 records

Recent moves6 records

Expansion highlights7 records

Direct peers

• APR Co., Ltd. Korean multi-brand beauty and personal care operator (Skin Generics, Lirikos, Hanyul, Oryori). Directly comparable to Adapt in running a portfolio of differentiated K-beauty brands across skincare and inner beauty categories, with similar D2C and retail distribution strategies.
• TIRTIR: K-beauty brand that scaled globally through Amazon, TikTok Shop and Sephora channels with viral hero products (Mask Fit Red Cushion). Directly comparable to Adapt's multi-channel global K-beauty expansion playbook and marketplace-driven growth model.
• Beauty of Joseon: K-beauty D2C skincare brand that achieved rapid global scale through Amazon US and TikTok, with viral hero products (Relief Sun, Centella Asin). Comparable to Adapt's Foodology/OBgE/FULLY in targeting overseas consumers via marketplaces and social commerce.
• COSRX: Iconic K-beauty skincare brand owned by Next Inbiotics, scaled globally via Amazon and Sephora with hero products (Snail 96 Mucin Power Essence). Directly comparable to Adapt's hero-product-driven international expansion.
• ABLE C&C (VIDIVICI): Korean multi-brand beauty operator running several color cosmetics and skincare brands. Comparable to Adapt in operating a portfolio of differentiated K-beauty brands with overlapping distribution in Korean retail (Olive Young, Musinsa) and global channels.
• Anua: Rising K-beauty skincare brand that scaled internationally through TikTok virality and Amazon (Heartleaf 77% Toner). Comparable to Adapt's Foodology and FULLY in leveraging social content and marketplaces to reach global K-beauty consumers.

Emerging players

• Dear, Klairs: Mid-sized K-beauty skincare brand focused on sensitive-skin formulations, distributed through Amazon and YesStyle. Comparable to Adapt's FULLY in positioning as clean/vegan skincare, though smaller in scale and breadth.
• Hince: Korean color cosmetics and skincare brand positioned in the premium mid-market, distributed via Olive Young and Musinsa. Comparable to Adapt's brands in Korean retail positioning, though more focused on color cosmetics than Adapt's diversified portfolio.

Broad incumbents

• Amorepacific: Korea's largest beauty conglomerate (Innisfree, LANEIGE, Sulwhasoo, Etude). Broad incumbent in the same K-beauty category; while its brands (especially Innisfree) overlap with Adapt's channels and customer base, its scale and portfolio breadth dwarf Adapt.
• LG H&H: Korean consumer goods conglomerate operating beauty (Whoo, Su:m37°, O HUI) and household brands. Broad incumbent comparable to Adapt in the K-beauty CPG space, but with significantly larger scale and broader category coverage.

Market position

Strengths5 records

Competitive moat4 records

Key risks1 record

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@studiosolfa
• LinkedInlinkedin.com/company/adaptkorea

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries2 records

Funding overview

Funding rounds1 record

Investors7 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Adapt