The recent wave of influence by Asian/Korean culture in the U.S., known as the Hallyu Wave, has brought food, Korean dramas, and K-pop to America, as well as Korea's unique, elaborate beauty/skincare culture. Dewy skin, natural looks, and patented cushion formulas have all made their marks in the U.S.. Women entrepreneurs in America have taken advantage of ideas from the Korean beauty market to create new products for the American market; for example, many women entrepreneurs have taken similar formulas but expanded the shades for all American women. Some entrepreneurs simply curate products, while others create and modify existing Korean products. This project will examine how the better international relations and influence of K-beauty has empowered women entrepreneurs in the U.S.