What Byte Lab does

Byte Lab (주식회사 바이트랩) is a Seoul-headquartered Korean consumer brand company founded in 2020 that operates a multi-brand K-Beauty and lifestyle portfolio across five brands: Lilyeve (릴리이브, hair care), Baruner (바르너, ergonomic lifestyle/footwear), Saekdong Seoul (색동서울, skincare launched April 2025), Bohori (보호리, pet care), and Monthly Pick (먼슬리픽, inner care supplements). The company sells directly to consumers through own-brand e-commerce sites (baruner.kr, lilyeve.kr, saekdong.com) and through third-party retail and marketplace channels including Olive Young in Korea (where Lilyeve holds the #1 hair care position), Amazon North America/Middle East/Europe (where Lilyeve reached Top 5 in the Hair Regrowth Treatment category within under a year of launch), TikTok Shop, and planned U.S. offline retail in 2026. Revenue is generated primarily through one-time product sales of consumer packaged goods across hair care, skincare, lifestyle, pet care, and inner care categories, with no disclosed public pricing or subscription pricing model.

The company's growth is anchored in three reinforcing dynamics: a multi-brand portfolio strategy that lets each brand target a distinct consumer use case; clinically verified or proprietary formulations such as Saekdong Seoul's Pumpkintinol ingredient and Lilyeve's low-irritation hair care formulas; and a content-and-influencer-led go-to-market that pairs paid digital, TikTok Shop, and Amazon SEO with PPL and brand-site content. The Global Business Division is organized into MD (Amazon/TikTok Shop operations), Viral (social/community/PR), and Content teams targeting North America, Japan, Middle East, and Europe. Byte Lab reports average 2x year-over-year growth since 2020 with no down years, closed a ~$6.63M funding round in May 2026 from Atinum Partners and CJ Olive Young, and has publicly targeted Next Unicorn status with a stated mid-to-long-term domestic revenue goal of 100B KRW.

Name

Byte Lab

Legal name

(주)바이트랩

Website

https://bitelab.co.kr

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

51–100 employees

Short description

Byte Lab is a Seoul-based multi-brand K-Beauty and lifestyle consumer company founded in 2020, operating hair care (Lilyeve), skincare (Saekdong Seoul), lifestyle (Baruner), pet care (Bohori), and inner care (Monthly Pick) brands through D2C websites, Olive Young, Amazon, and TikTok Shop across Korea, the U.S., Japan, the Middle East, and Europe.

Ownership category

akta.pro rank

Headquarters

HQ city

Daechidong

HQ country

South Korea

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales (Beauty & Lifestyle Consumer Brands): Byte Lab generates revenue primarily through direct product sales across multiple brand portfolios: hair care (Lilyeve/릴리이브), life care/lifestyle (Baruner/바르너), skincare (Saekdong Seoul/색동서울), pet care (Bohori/보호리), and inner care (Monthly Pick/먼슬리픽). Revenue streams include both domestic (Korea) and international sales via Amazon, TikTok Shop, and planned offline retail. The company has grown at an average of 2x per year since founding in 2020.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels8 records

Core offering

Byte Lab operates a multi-brand portfolio of consumer beauty and lifestyle products, including hair care (Lilyeve), ergonomic lifestyle/comfort products (Baruner), K-Beauty skincare (Saekdong Seoul with proprietary Pumpkintinol ingredient), pet care (Bohori), and inner care supplements (Monthly Pick). Products are sold directly to consumers through own e-commerce sites, major retail chains like Olive Young, and global marketplaces including Amazon and TikTok Shop.

Product overview

Byte Lab is a K-Beauty company operating a multi-brand portfolio across hair care, skincare, life care, pet care, and inner care categories. Founded in 2020, it has grown at an average of 2x year-over-year. The portfolio includes hair care brand 릴리이브 (Lilyeve, achieving #1 at Olive Young), life care brand 바르너 (Baruner, known for ergonomically designed Archsbon series), skincare brand 색동서울 (Saekdong Seoul, launched April 2025 with proprietary Pumpkintinol ingredient), pet care brand 보호리 (Bohori), and inner care brand 먼슬리픽 (Monthly Pick). The company operates across domestic Korean and global markets (US, Japan, Middle East, Europe).

Differentiator

Problem solved

Functional benefit

Brands

• 릴리이브 (Lilyeve): 두피 진정과 모발 손상 케어에 집중한 헤어케어 솔루션 브랜드. 임상적으로 검증된 효능과 저자극 포뮬러를 통해 소비자들의 신뢰를 얻었으며 올리브영 헤어케어 1위에 올랐다. 국내를 넘어 글로벌 시장에서도 주목받는 브랜드로 성장하고 있다.
• 바르너 (Baruner)
• 색동서울 (Saekdong Seoul)
• 보호리 (Bohori)
• 먼슬리픽 (Monthly Pick)

Products and services

• Lilyeve (릴리이브) - Hair Care Hair care brand focused on scalp soothing and hair damage care, offering easy and effective self-care solutions. Clinically validated efficacy and low-stimulation formulas have earned deep consumer trust, achieving the #1 hair care position at Olive Young. Expanding from scalp and hair care to overall daily beauty routines and growing into a globally recognized brand with Top 5 ranking in Amazon North America hair care categories.
• Baruner (바르너) - Lifestyle Life style brand featuring ergonomically designed Archsbon series products including Archsbon Sports and Archsbon Slippers. Delivers comfort and recovery by reducing daily inconveniences through thoughtful ergonomic product design.
• Saekdong Seoul (색동서울) - Skincare K-Beauty skincare brand that combines traditional Korean natural ingredients with modern cutting-edge skin science, using proprietary ingredient 'Pumpkintinol'. Provides innovative skin solutions targeting both global (US and Japan initially) and domestic Korean markets.
• Bohori (보호리) - Pet Care Pet care brand created with honest ingredients and meticulous quality. A portion of revenue is donated to animal protection organizations and shelter dog centers, making it a brand that embraces both dogs and their guardians' lives.
• Monthly Pick (먼슬리픽) - Inner Care Inner care brand researching one-month health habits. Collaborates with experts to select only safe and effective ingredients, transparently disclosing all ingredients and key research evidence. Focuses on balanced formulations considering Korean lifestyle and dietary habits for sustainable health.

Quantifiable outcome

• Average 2x year-over-year growth since 2020 founding
• +5 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Four partnerships are on record, tiered core.

• Amazon North AmericacoreChannel Partner/ Reseller/ Distributor · 1 March 2025Byte Lab launched Lilyeve on Amazon North America in March 2025 as the primary international marketplace channel. The Global Business Division operates Amazon listings for North America, Middle East, and Europe markets. The MD team manages detail pages, keywords, and promotions to drive conversion and sales. Within 10 months, the brand reached Top 5 in key hair care categories. Amazon Korea recognized Byte Lab as the 'Most Successful 1-Year Seller'.
• TikTok ShopcoreChannel Partner/ Reseller/ DistributorByte Lab operates TikTok Shop as part of its North America multi-channel strategy alongside Amazon. The viral team manages TikTok content, influencer partnerships, and paid social to drive customer acquisition. The company targets 10x sales growth on TikTok Shop North America in 2026.
• Olive Young (올리브영)coreChannel Partner/ Reseller/ DistributorOlive Young is Korea's leading health and beauty retailer and the primary domestic retail channel for Byte Lab's Lilyeve brand. Lilyeve achieved #1 ranking in the hair care category at Olive Young, making it Byte Lab's flagship domestic distribution partner.
• Local Influencers / Content Creators (영미권팀)coreGTM or Marketing PartnerByte Lab's Americas team works with local influencers and content creators to develop winning localized content for the North American market. Through continuous A/B testing and localization, the team achieved 215% ROAS on their first U.S. promotion campaign.

Scale indicators7 records

Recent moves7 records

Expansion highlights7 records

Emerging players

• Anua: Anua is a Korean skincare brand (heartleaf toner) that scaled rapidly through TikTok virality and Sephora/Amazon global expansion — a more recent emerging K-Beauty player comparable in size and growth stage to Byte Lab's Lilyeve brand pursuing the same viral commerce playbook.
• Medicube: Medicube is a Korean skincare/device brand from APR that scaled rapidly through TikTok Shop and device-led category creation — directly comparable to Byte Lab's intended TikTok Shop NA growth (10x target in 2026) and Pet/inner care device-adjacent brand extensions.

Direct peers

• COSRX: COSRX is a Korean skincare brand that built a global following primarily via Amazon, TikTok, and influencer-led social commerce — an almost identical go-to-market pattern to Lilyeve's US expansion trajectory. Now under AmorePacific ownership but originated as an independent K-Beauty growth brand targeting the same hair/skin care consumer.
• Beauty of Joseon: Beauty of Joseon is a Korean skincare brand that achieved viral global growth through TikTok and Amazon — a near-analogous trajectory to Byte Lab's Lilyeve North America push. Both are independent, digitally-native K-Beauty challenger brands competing for the same global skincare shelf space.
• Skin1004: Skin1004 (parent C&C Glam) is a Korean K-Beauty brand built around a hero ingredient (Madagascar centella asiatica) for global D2C and Amazon distribution — directly comparable to Byte Lab's Saekdong Seoul/Pumpkintinol strategy. Both pursue proprietary-ingredient-led K-Beauty category creation overseas.
• Goodai Global: Goodai Global is a Korean multi-brand CPG holding (LADOR, IGK partnership) pursuing global hair care distribution — highly comparable to Byte Lab's multi-brand Korean-origin hair/lifestyle brand portfolio strategy and global marketplace expansion model.

Broad incumbents

• Innisfree: Innisfree is an AmorePacific-owned Korean natural-ingredient beauty brand with global retail presence; the closest established analog to Byte Lab's positioning of clinically verified / naturally-rooted K-Beauty products, though at significantly larger scale and broader product portfolio.
• LANEIGE: LANEIGE is an AmorePacific-owned Korean skincare brand that grew from domestic leadership to global category leadership (lip sleeping mask) — analogous long-term trajectory to what Byte Lab is pursuing with Lilyeve's hair care category leadership. Established incumbent in adjacent K-Beauty category.
• AmorePacific: AmorePacific is Korea's largest multi-brand beauty conglomerate (Innisfree, Sulwhasoo, Laneige, etc.); directly comparable to Byte Lab as a multi-brand K-Beauty portfolio company pursuing global expansion, though at much larger scale and as an established incumbent rather than a growth-stage challenger.
• Dr. Jart+: Dr. Jart+ is a Korean dermatologist-positioned skincare brand (now part of Estée Lauder) known for clinically verified formulas and global Sephora distribution — directly comparable to Byte Lab's Lilyeve positioning of clinically verified low-irritation formulas with global retail ambitions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds1 record

Investors2 records

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 Byte Lab