What 픽톤(TOCOBO) does

TOCOBO is a Korean beauty (K-beauty) skincare brand founded in 2021 and operated in the US market through Style Korean US, LLC, a California-based LLC under parent StyleKorean, Inc. The company sells a portfolio of 48 products across Sun Care, Cleansers, Skincare, Lip Care, and Hair Care categories, with a heavy emphasis on sun protection (11 SKUs alone), lip care (Juicy Berry Plumping Lip Oil in 14 shades), and barrier-repair skincare. Core technologies are branded as "Next Derma Cosmetics" and rely on fermented ingredients (Bifida Ferment Lysate, Lactobacillus Ferment), multi-ceramide complexes, plant-based collagen, and reef-safe broad-spectrum SPF formulations; the company holds Vegan Korea and France Eve Vegan certifications and positions all products as clinically tested for sensitive skin.

The business model is direct-to-consumer e-commerce through the owned tocobo.us storefront, supplemented by wholesale distribution via the parent StyleKorean platform (wholesale.stylekorean.com). Pricing is unit-based with individual items priced at $10–$20 and curated bundles/sets at $25–$90, with discounts of 3–35% off list and free shipping on orders over $50. Marketing is digital-first, leveraging earned media placements (Elle, L'Officiel USA, New Beauty), email capture with a 20% first-order incentive, integrated product reviews, and the Glow Squad community collaboration program. Target customers are health-conscious US consumers with sensitive skin, daily SPF users, and K-beauty enthusiasts; all named customer references are individual SMB/consumer buyers with no enterprise or wholesale anchor accounts disclosed.

The US operating entity is small (8 employees) and privately held with no disclosed venture funding, acquisitions, or external investment, indicating the brand is funded internally by the StyleKorean parent and reinvested cash flow.

Name

픽톤(TOCOBO)

Legal name

Style Korean US, LLC

Website

https://tocobo.us

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

TOCOBO is a K-beauty skincare brand founded in 2021 and operated in the US by Style Korean US, LLC, selling vegan-certified sun care, lip care, and barrier-repair skincare directly to US consumers via its tocobo.us e-commerce storefront.

Ownership category

akta.pro rank

Product category

K-Beauty Skincare (Personal Care / Cosmetics)

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Sensitive Skin & Barrier Repair (CRABAAAG)

akta.pro secondary industries

Sunscreen (Body) (CRABAHAB), Treatment Skincare (Serums, Actives, Acne & Anti-aging) (CRABAAAB), Eye & Lip Skincare (CRABAAAC)

Keywords

• K-beauty skincare
• Korean sunscreen products
• Lip care cosmetics
• Sensitive skin skincare
• Vegan skincare brand

Headquarters

HQ city

Buena Park

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Direct-to-consumer online sales of skincare products through owned US e-commerce website. Products sold at varying price points from individual items ($10-$20) to bundled sets ($25-$90). One-time purchase model with occasional subscription potential through account creation.
2. Wholesale Distribution: Wholesale inquiries accepted through wholesale.stylekorean.com platform for bulk orders to retailers and resellers.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

TOCOBO is a K-beauty skincare brand that designs, formulates, and sells vegan, clinically-tested sun care (sunscreens, sun sticks), lip care (plumping lip oils and lip masks), and skincare (eye creams, barrier-repair essences, cica sets) products directly to US consumers through its own e-commerce storefront. The brand emphasizes dermatology-informed "Next Derma" formulations featuring fermented bifida, multi-ceramides, plant-based collagen, and reef-safe sunscreen systems, with portfolio of 48 SKUs across Sun Care, Cleansers, Skincare, Lip Care, and Hair Care.

Product overview

TOCOBO is a K-beauty skincare brand offering a diverse product portfolio centered around sun care, lip care, and general skincare. The core product lines include: Sun Care products (Bio Watery Sun Screen, Cotton Airy Sun Stick in regular and mini sizes, and various SPF duo sets combining these products); Lip Care products (Juicy Berry Plumping Lip Oil available in 14 shades, Over Juicy Lip Oil Duo, and Lip Mask in 4 variants); and Skincare products (Collagen Brightening Eye Gel Cream, Skin Barrier Reset Duo, and Cica Calming Trio Set). The brand positions itself as vegan, cruelty-free, and clinically tested, with products emphasizing natural plant-based ingredients and gentle formulas suitable for sensitive skin. Most products are available as standalone items or bundled in curated sets for specific skincare routines.

Differentiator

Problem solved

Functional benefit

Products and services

• Bio Watery Sun Screen A lightweight, hydrating sunscreen that provides broad-spectrum SPF protection with a dewy finish, formulated with Vitamin B5, Vitamin E, and Centella Asiatica Extract for daily UV defense. Targeted at US consumers seeking non-greasy, reef-safe Korean sun care.
• Cotton Airy Sun Stick A 100% invisible, weightless sunscreen stick that controls sebum, doubles as a primer, and allows mess-free reapplication, with FDA-compliant broad-spectrum UV protection and matte finish. Targeted at consumers wanting portable, non-greasy, reapplication-friendly sun protection.
• Mini Cotton Airy Sun Stick A portable, compact version of the Cotton Airy Sun Stick providing the same broad-spectrum SPF 50 protection in a travel-friendly size. Targeted at consumers needing pocketable, on-the-go sun protection.
• Juicy Berry Plumping Lip Oil A sparkling, non-sticky lip oil inspired by sweet colorful drinks that delivers radiant shine while keeping lips hydrated and plump, available in 14 shades including Frozen Berry, Chili Red, Berry Brandy, Black Cherry, Bitter Brown, Rosy Girl, Berry Candy, Plum Jam, Honey Lemon, Cherry Ade, Choco Berry, Coral Soda, Berry Milk, and Cozy Pink. Targeted at consumers seeking glossy, hydrating, plumping lip color.
• Lip Mask (4 Options) An overnight lip mask available in four variants — Vita Glazed (nourishing barrier), Lemon Sugar Scrub (exfoliation), Collagen Boosting (plumping), and Mint Cooling (soothing). Targeted at consumers wanting intensive overnight lip repair and exfoliation.
• Collagen Brightening Eye Gel Cream A lightweight, vegan eye gel cream with 81% lavender flower water, plant-derived collagen, and D-Panthenol that brightens dark circles, firms, and reduces fine lines. Targeted at consumers seeking vegan anti-aging and brightening eye care.
• Korean SPF Defense Stick Duo A duo bundle combining sun defense products for matte and smooth finish SPF protection. Targeted at consumers seeking complete Korean sun stick coverage at bundle pricing.
• Ultimate Sun Duo A combination of Bio Watery Sunscreen and Cotton Airy Sun Stick providing complete UV protection with hydration and matte finish, reef-safe and vegan-certified. Targeted at consumers wanting a complete daily SPF routine in one bundle.
• SPF + Collagen Care Duo A duo combining Bio Watery Sun Screen SPF 50 with eye care, targeting sun protection and dark circle reduction. Targeted at consumers seeking combined SPF and anti-aging eye benefits.
• SPF Pro & Dark Circle Savior Set A 3-in-1 set including Cotton Airy Sun Stick SPF 50, Bio Watery Sun Screen, and Collagen Brightening Eye Gel Cream for comprehensive sun protection and eye care. Targeted at consumers wanting an all-in-one SPF and eye care regimen.
• SPF On-the-Go Shield Duo A portable sun protection duo with mini Cotton Airy Sun Stick and compact sunscreen for convenient reapplication. Targeted at consumers needing travel and on-the-go SPF reapplication.
• SPF Dewy Reapply Duo A duo set for reapplying SPF with dewy finish and compact format for on-the-go sun protection. Targeted at consumers preferring dewy-finish SPF reapplication throughout the day.
• Travel SPF Ready Set A travel-ready kit combining sunscreen, sun stick, and mini travel skincare products for comprehensive sun protection while traveling. Targeted at travelers needing portable full sun care coverage.
• Korean SPF Glow Skincare Duo A duo combining SPF with hydration and soothing benefits for a complete Korean skincare sun routine. Targeted at consumers wanting SPF plus hydrating/soothing Korean skincare in one set.
• Over Juicy Lip Oil Duo A duo of plumping lip oils in complementary shade combinations that provide instant volume, glossy finish, and deep hydration, available in 5 shade combinations. Targeted at consumers seeking layered shine and hydration with curated shade pairings.
• Skin Barrier Reset Duo A two-step duo combining Multi Ceramide Cream and Bifida Biome Essence to repair and strengthen the skin barrier while sealing in moisture with fermented bifida and ceramides. Targeted at consumers with compromised or sensitive skin barriers.
• Cica Calming Trio Set A soothing set featuring Toner Pad, Serum, and Cream designed with Fermented Cica Complex, Multi-Hyaluronic Acid, and Aloe Extract to calm, hydrate, and repair sensitive skin. Targeted at consumers with sensitive or reactive skin.
• 7-Day Glow Challenge Set A limited-edition set featuring four cult-favorite formulas designed to boost hydration, strengthen skin barrier, and bring out natural glow over a 7-day period. Targeted at consumers wanting a structured, time-bound skincare reset.

Quantifiable outcome

• Clinically proven 100% safe for all skin types
• +2 more outcomes

Named customers6 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

Feature5 records

Scale indicators3 records

Recent moves6 records

Expansion highlights3 records

Direct peers

• Anua: Fast-growing K-beauty brand with US e-commerce focus, popular for heartleaf and gentle-formulation hero products. Comparable emerging K-beauty DTC peer competing for the same sensitive-skin, ingredient-conscious US consumer.
• Klairs: Korean skincare brand built around sensitive-skin, fragrance-free, and gentle formulations with US DTC distribution. Comparable to TOCOBO's barrier-repair and hypoallergenic positioning and similar K-beauty indie brand scale.
• COSRX: One of the largest Korean skincare DTC brands with global distribution, known for actives-driven, sensitive-skin-friendly formulations (e.g., snail mucin, AHA/BHA). Directly comparable to TOCOBO on K-beauty skincare positioning, formulation philosophy, and US e-commerce-led GTM.
• Beauty of Joseon: K-beauty brand that scaled rapidly via TikTok and earned media with sunscreen and barrier-repair hero products. Closely comparable to TOCOBO in SPF-led product strategy, fermentation/barrier technology claims, and US DTC-first distribution.
• Supergoop: US SPF-specialist brand offering broad-spectrum daily sunscreens, sun sticks, and reef-safe claims. Directly comparable to TOCOBO's sun-care hero franchise, including formulation aesthetics (no white cast, lightweight) and bundle architecture.
• Then I Met You: K-beauty-inspired brand offering clean, gentle skincare with US DTC distribution. Comparable to TOCOBO on K-beauty heritage, sensitive-skin positioning, and indie-scale US e-commerce presence.
• Torriden: Korean skincare brand with viral US growth via ingredient-led hydration and barrier products. Comparable to TOCOBO on K-beauty formulation story (fermented actives), US DTC momentum, and indie brand scale.
• EltaMD: Dermatologist-recommended US sunscreen brand offering lightweight daily SPF and sensitive-skin formulations. Comparable to TOCOBO on broad-spectrum SPF, sensitive-skin positioning, and reef-safe/gentle formulation claims.

Broad incumbents

• Drunk Elephant: Premium clean/biocompatible skincare brand with strong sensitive-skin positioning and broad US retail distribution. Comparable to TOCOBO on clinical-testing claims, vegan/cruelty-free ethos, and barrier-friendly formulation philosophy, though at a much higher price tier.
• La Roche-Posay: Global dermocosmetics incumbent (L'Oréal) with a major sensitive-skin and SPF franchise (Anthelios). Comparable to TOCOBO on dermatologically-tested positioning, broad SPF portfolio, and sensitive-skin target consumer, though at vastly larger scale and via pharmacy/retail channels.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/tocobo_official
• LinkedInlinkedin.com/company/picton-tocobo

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about 픽톤(TOCOBO)