Goodai Global launches first in-house brand Depthi, targeting TikTok Shop

Goodai Global, a global beauty platform company, announced Monday it is launching Depthi, its first in-house brand designed from the ground up for international markets.

The name Depthi is derived from the word "depth," reflecting the brand's philosophy of looking more carefully and thoughtfully at products, consumers and the industry in a beauty sector where trends shift rapidly.

Depthi is positioned as an indie brand targeting niche markets with experimental products. The brand was conceived with global audiences in mind from the planning stage, with its launch channels centered on US TikTok Shop and Shopify-based global digital retail.

Its flagship products are the Bonding Barrier Cream, a skin-barrier-strengthening moisturizer, and the Blue Peptide Eye Patch. The eye patch drew attention after global pop star Zara Larsson introduced it on her TikTok account; the product has gone viral as a nod to the dolphin motif that is a signature element of Larsson's makeup looks.

Key members behind the global success of Joseon Beauty have also reunited for the Depthi launch. The team plans to break into new markets by drawing on the experience and know-how they built while growing Joseon Beauty into a leading global K-beauty brand.

"If our existing approach — accelerating the growth of proven brands — was about laying the foundation, now is the time to use that capability to create new growth opportunities ourselves," a Goodai Global official said. "We will build Depthi into a brand with the freedom of a true indie label, one that is not confined to a formulaic K-beauty playbook."