What Kurated Agency does

Kurated Agency is a privately held, founder-led U.S.-based full-service marketing and growth agency that helps innovative brands — primarily Korean beauty and wellness companies — enter and scale in the United States. The agency operates through three interconnected service pillars: Branding (market research, brand positioning, visual identity), Content & Campaigns (influencer and celebrity marketing, organic social strategy, live commerce, strategic PR), and Brand Activation (entertainment and cultural event activations, brand-led event production, strategic partnerships). Its value proposition rests on founder Sora Lee's accumulated Hollywood relationships, platform ties to TikTok, Meta, and Netflix, and personal creator standing, which together allow the firm to place Korean brands into high-prestige U.S. entertainment moments such as the 78th Annual Tony Awards and KCON 2025.

The business model is professional-services revenue earned on a project and retainer basis from enterprise clients; pricing is not publicly disclosed and engagement quotes are provided upon direct inquiry. Distribution is direct enterprise sales, leveraging the founder's network and the agency's public case studies, which document named clients including Medicube, TIRTIR, Sungboon Editor, Olive Young (BIOHEAL BOH, WAKEMAKE), Jung Saem Mool, Hustle & Heart, and Women in Power. Documented client outcomes include 5.2 billion total potential social reach and 147% year-over-year ratings growth on the TIRTIR Tony Awards partnership, a 921% website traffic increase for the Hustle & Heart launch, and 375K+ organic views plus 600+ VIP attendees for the Medicube Unforgettable Gala 2024.

The technology stack is undisclosed and the website is hosted on Squarespace; there is no proprietary platform, AI/ML capability, or disclosed headcount or revenue. The company is privately held with no disclosed institutional investors, parent entities, or subsidiaries, operates actively in the U.S., Korea, and Latin America, and functions as a relationship-driven boutique whose scale is anchored almost entirely in the founder's network and personal brand.

Name

Kurated Agency

Legal name

Kurated Agency

Website

https://kurated.agency

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Kurated Agency is a founder-led, full-service U.S. marketing and growth agency that helps Korean beauty and wellness brands enter and scale in the United States through creator partnerships, entertainment event activations, and brand strategy services.

Ownership category

akta.pro rank

Product category

Marketing Agency Services

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Integrated Full-Service Creative Agencies (MPAAAAAA)

Keywords

• Marketing agency services
• Influencer marketing campaigns
• Brand activation services
• Beauty brand marketing
• Entertainment partnership marketing

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Marketing Agency Services: Kurated Agency generates revenue through providing full-service marketing services including branding, content and campaigns, and brand activation services. The agency works with brands on influencer and celebrity marketing, organic social strategy, live commerce, strategic PR, entertainment and cultural event activations, and brand-led event production.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Kurated Agency is a full-service marketing and growth agency that sells three interconnected service pillars — Branding, Content & Campaigns, and Brand Activation — to beauty and wellness brands. Services include product and brand positioning, visual identity design, market research, influencer and celebrity marketing, organic social strategy, live commerce, strategic PR, entertainment and cultural event activations, brand-led event production, and strategic partnerships designed to help brands (particularly Korean-origin beauty and wellness labels) enter and scale in the U.S. market.

Product overview

Kurated Agency operates as a full-service marketing and growth agency offering three interconnected service pillars: Content & Campaigns, Brand Activation, and Branding. The Content & Campaigns suite provides influencer and celebrity marketing, organic social strategy, live commerce, and strategic PR. The Brand Activation pillar encompasses entertainment and cultural event activations, brand-led event production, and strategic partnerships. The Branding service delivers market research, brand positioning, and visual identity development. These services work together to help Korean beauty and wellness brands expand into the U.S. market through creator communities and entertainment partnerships.

Differentiator

Problem solved

Functional benefit

Products and services

• Content & Campaigns Services Full-service content and campaign offering including influencer and celebrity marketing, organic social strategy and execution, live commerce experiences, and strategic PR services designed to drive brand awareness and engagement through creator communities. Targeted at enterprise beauty and wellness brands seeking U.S. market growth.
• Brand Activation Services Immersive brand experiences through entertainment and cultural event activations, brand-led event production, and strategic partnerships designed to create memorable brand touchpoints within engaged audience moments. Targeted at brands seeking high-impact cultural moments, such as the TIRTIR Tony Awards partnership and Medicube Unforgettable Gala 2024.
• Branding Services Comprehensive branding solutions including market research and competitive analysis, product and brand positioning, and visual identity and brand systems development to establish brand foundations and long-term scalability. Targeted at brands preparing for U.S. market entry or repositioning.

Quantifiable outcome

• 5.2B total potential social reach for TIRTIR at Tony Awards partnership
• +5 more outcomes

Named customers7 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered core and major.

• TIRTIRcoreStrategic or Co-development PartnerKurated Agency executed TIRTIR's Official Beauty Partnership at the 78th Annual Tony Awards, achieving 5.2B total potential social reach and 147% YOY ratings growth. This partnership elevated the brand's presence in Hollywood's entertainment industry.
• MedicubecoreStrategic or Co-development PartnerKurated Agency has managed multiple Medicube campaigns including viral marketing, Latin America expansion, global influencer marketing, and the Unforgettable Gala 2024 event with 375K+ organic views and 600+ VIP attendees.
• 78th Annual Tony AwardsmajorStrategic or Co-development PartnerKurated Agency secured and executed TIRTIR's Official Beauty Partnership for this major entertainment event, representing a flagship entertainment partnership that delivered significant brand visibility.
• KCON 2025majorStrategic or Co-development PartnerKurated Agency executed Jung Saem Mool's presence at KCON 2025 through mega influencer and UGC creator activation with diversity-driven influencer strategy and inclusive branding approach.
• TikTokcoreStrategic or Co-development PartnerKurated Agency has deep ties to TikTok as a major platform, leveraging the platform's dynamics for creator marketing campaigns and brand activations.
• MetacoreStrategic or Co-development PartnerKurated Agency has deep ties to Meta as a major platform, utilizing Facebook and Instagram for influencer marketing, organic social strategy, and brand campaigns.
• NetflixmajorStrategic or Co-development PartnerKurated Agency has deep ties to Netflix as an entertainment platform, leveraging entertainment industry connections for brand partnership opportunities.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Pulse Advertising: Influencer and social media marketing agency with a beauty and lifestyle client base. Comparable to Kurated in offering creator strategy, social content, and brand activation services.
• The Shelf: Influencer marketing agency with strong beauty, wellness, and lifestyle category experience. Direct competitor in the brand-creator-marketing niche, with comparable campaign model and beauty client base.
• Saturday Strategy: Beauty and lifestyle-specialized influencer marketing agency working with premium and emerging beauty brands on creator campaigns. Comparable to Kurated in vertical focus, content-led campaign model, and enterprise beauty client roster.
• 1000heads: Creator marketing and social media agency focused on connecting brands with influential voices and online communities. Comparable to Kurated in the emphasis on creator-community-led campaigns and enterprise brand engagement.
• Kyra: Creator marketing agency working with brands on influencer campaigns across beauty, fashion, and lifestyle. Comparable to Kurated in the creator-led campaign model and enterprise brand client focus.
• Obviously: Global influencer and creator marketing agency with deep beauty and lifestyle category experience. Direct competitor to Kurated in the brand-creator-marketing space, with overlapping service offerings (campaign strategy, creator casting, content execution) and similar enterprise brand clients.
• HireInfluence: Full-service influencer marketing agency delivering end-to-end campaigns for consumer brands. Comparable to Kurated in offering creator strategy, campaign execution, and brand activation services to enterprise clients.

Broad incumbents

• Landor & Fitch: Global branding and design agency with deep beauty and consumer brand experience. Comparable as an incumbent offering branding and brand activation that overlaps with Kurated's Branding and Brand Activation service pillars.
• Pearlfisher: Independent brand design agency specializing in beauty, wellness, and consumer brands. Comparable as a broader incumbent in the branding and visual identity services that overlap with Kurated's Branding pillar.
• Tinuiti: Largest independent performance and brand marketing agency in the U.S., with paid media, influencer, and creative capabilities. Comparable as a broader incumbent that can absorb K-beauty U.S.-entry work, though it does not specialize in the Korean-brand wedge.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/kuratedagency
• LinkedInlinkedin.com/company/kuratedagency

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Kurated Agency