By  on May 16, 2016

Looking to capitalize on the popularity of face masks and differentiate itself in the increasingly crowded Korean beauty space, e-commerce company Beauteque is making a shift in its business — moving from a broad assortment of Korean skin-care products to selling mostly face masks.

The move comes as part of the web site’s rebrand, says Elina Hsueh, who started the operation in March 2014 with her mother Josephine Wang. The revamped site launches June 15. “We really want a niche and to be the company where people think, ‘Oh, where do I buy masks? Beauteque,’” Hsueh said.

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