FAQ
Frequently Asked Questions
Mission Statement
Our Promise: The Strategic No.1 Mission
The era in which capital and scale determined market dominance is over.
Today, markets are disrupted not by size, but by unmatched strategy and unstoppable execution.
“i want” was created to reshape the stagnant global business ecosystem.
We do not simply export products.
Instead, we deliver a system engineered for inevitable victory.
Capable of flexibly overcoming the regulations, tariffs, and certification barriers of each country.
In markets restricted by high duties or strict compliance requirements,
We break new ground with our Local Sourcing Strategy—
Combining Korea’s superior raw materials with the local infrastructure of each country creates a strong synergy.
This creates a sustainable model that strengthens local industries.
And it generates real employment.
We firmly believe in this truth:
Even with the same business model,
the results can be worlds apart depending
on who executes it and where and how it is distributed.
The innovative power of the "i want" brand and the number “25,”
Combined with the limitless potential of the global market,
I will create a success story the world has never seen.
To our distinguished partners around the world:
Join me on the journey of “i want”—
A brand armed with a meticulous strategy and disruptive execution
That no corporation can imitate.
Through structural innovation,
We guarantee the "overwhelming success" of our global partners and agencies.
"i want" will lead the new era of Strategic No.1.
Number “25” Summary
A. The number "25" is the core symbolic code that defines "i want"s brand identity, product concept, and marketing strategy. It carries four key meanings:
① 25 Years Old — The Golden Age of Skin: A woman's skin is at its most beautiful and resilient at 25. "I want" aims to help customers maintain skin that looks 25 years old.” ("The most beautiful and mature age for a woman's skin is 25.")
② 25 Minutes — The New Standard in Home Therapy: Skincare doesn’t need to take hours. "i want"'s home therapy program can be completed in just 25 minutes. ("With i want's home therapy program, you can achieve complete skincare at home in a short amount of time.")
③ 25 Hours — Beyond 24-Hour Care: Traditional home care is insufficient for full-day skin management. "i want" provides a system that keeps your skin perfect 25 hours a day. ("With i want, your skin stays perfect 25 hours a day.")
④ 25 Days — The Skin Regeneration Cycle: The natural skin cycle lasts 25–30 days. "i want" aligns its home therapy program with a "25-day regeneration cycle." ("The ‘25-Day Home Therapy Program’ is the ultimate skincare solution.")
Summary: 25 represents Skin Age, Care Time, Daily Maintenance, and Regeneration Cycle combined into one powerful numerical identity.
A. Because “25” serves as a complete system that unifies and connects every dimension of the brand.
* It is scientifically meaningful for skin health and regeneration.
* It is highly memorable and serves as a powerful marketing tool.
* It is directly tied to core product names (Breathtaking 25 / MarineStar 25).
* It aligns with our global pricing strategy (under US$9.99) and the 25-minute program structure.
* It expands into global monthly brand events, such as "i want Day" on the 25th of each month.
* Summary: 25 is a comprehensive, proprietary system that integrates the brand, products, marketing, pricing, and programs into a single solution
The core philosophy of i want is based on ultra-low prices and high quality.
Delivering the products customers want at the prices they desire.
This philosophy is based on three essential values:
1. Accessibility
Beauty should be affordable for everyone.
2. Genuine quality
Low price does not mean low quality.
3. Customer-Driven Identity
I = the customer.
WANT = the customer's desire
The brand exists to fulfill what customers truly want.
This is why every part of the "i want System" is designed to remain simple, efficient, and customer-focused.
The i want brand is built on the belief that beauty should be accessible to everyone.
However, in the global cosmetics market, high‑quality products are often overpriced.
This makes them inaccessible to many consumers.
The reasons why i want Brands chose an ultra-low price, high-quality strategy are as follows.
① Accessibility for Everyone
To ensure that every woman can enjoy high-quality cosmetics without financial burden.
② Disrupting the Traditional Market Structure
To break away from the unfair high-margin pricing model and offer honest, transparent prices.
③ Accelerating Global Expansion
Low price combined with high quality is the strongest formula for rapid global adoption.
④ Synergy with Crew25
Affordable pricing makes it easier to operate Crew25 and accelerates organic brand growth.
In short, the ultra‑low price, high‑quality strategy is not just a pricing model.
It is the core foundation that supports i want’s philosophy and expansion model.
And a long-term global vision.
The name “i want” carries a clear and powerful meaning:
“I = the customer,
WANT = the customer’s wishes and desires.”
In other words, the brand promises to deliver.
The products that customers want,
At the prices they want,
In the way they want.
It is not just a simple phrase.
It represents i want’s commitment to a
A fully customer-driven philosophy,
Where every strategy and system is meticulously designed
To fulfill the customer’s “WANT.”
The main brand "i want" serves as the master brand, representing the identity, philosophy, and core values of the entire brand system.
The second brands, Breathtaking 25 and MarineStar 25, are sub-brands developed under the master brand.
The relationship can be summarized as follows:
1. i want = the Master Brand
It carries the brand philosophy, pricing strategy, and global vision.
2. Breathtaking 25 / MarineStar 25 = Secondary Brands (Product Lines)
They maintain the "i want" philosophy while offering differentiated concepts, ingredients, and target segments.
3. Brand Structure
"i want" the Master Brand → Breathtaking 25 / MarineStar 25 (Sub-Brands) → Individual Products
In short,
i want is the “Root” of the brand,
And the second brands are the "branches" that grow from it.
The phrase “i want” looks simple,
But securing trademark approval in Korea and overseas is extremely difficult for several reasons.
1. Common phrase issue
“I want” is a widely used everyday expression.
This often leads to rejection due to a lack of distinctiveness.
2. Risk of Being Considered Descriptive
Because it literally means “to want,”
Examiners may view it as a descriptive phrase rather than a brand name.
Descriptive marks are typically rejected in many countries.
3. High Chance of Similar Existing Marks
Many companies worldwide use similar expressions.
Increasing the likelihood of conflicts with existing trademarks.
4. Different Examination Standards by Country
Some countries are extremely strict with common‑word trademarks.
Making global registration even more challenging.
Despite these challenges,
The fact that “i want” successfully obtained trademark registration.
means the brand’s distinctiveness, usage evidence, and strategic filing approach were recognized.
In short,
Registering "i want" as a global trademark is a major achievement and not easily accomplished.
The retail prices of 'i want' products are determined by a formula of final cost × 2.5
This ensures consistent pricing and stability across all countries.
Flagship items and I want day each to follow separate pricing rules.
* i want Day = 25th of every month
Breathtaking 25 is a CICA‑based soothing and recovery line.
Priced at USD 4.99 or less.
MarineStar 25 is a PDRN or Deep Sea Mud Regeneration and Elasticity Line,
Priced at USD 9.99 or less.
All the products I want are manufactured in South Korea.
Leveraging the advanced technology and high-quality standards of K-beauty.
All products undergo skin irritation testing before launch.
FDA MoCRA registration is also in progress.
And key product lines include vegan versions.
Yes. Key product lines are developed using Vegan‑certified ingredients.
And the vegan lineup is expanding for global competitiveness.
Yes.
If you recommend items that perform well in your market,
We can develop country-specific products customized to local needs.
A. Yes, local filling and packaging are fully operational. For countries with high entry barriers due to tariffs and certification issues (e.g., China),
We utilize a system where raw materials and components are shipped directly to the local market, where the final filling and packaging are conducted.
This strategy allows us to bypass regulatory hurdles, secure cost competitiveness, and ensure a rapid and successful market entry.
I want products that are more than one year old not to be sold.
From the date of manufacture.
A monthly order → next‑month shipment system ensures product freshness.
Shelf life varies by product, but generally 36 months from manufacture,
with sales limited to products within 12 months of production.
Although it varies by product, it is generally 36 months from the date of manufacture,
and the sale of "i want" products is permitted only for products within 12 months.
Yes. All products undergo skin irritation testing before launch.
Additional clinical testing can be conducted if required.
i want products to be registered sequentially under FDA MoCRA.
Following all required procedures for global distribution.
A low-price strategy is not the same as “selling cheap.”
It is a structural model that dominates markets.
Many people ask, “How can you make money selling products at such low prices?”
But in the global market, "price innovation and high‑volume sales" have already proven to be one of the most powerful business models.
Global leaders built on price innovation.
- ZARA — Removed unnecessary distribution layers and reshaped fashion with speed and scale.
- UNIQLO — Built a global empire on the belief that “clothing is a daily essential.”
- H&M, GAP, and Ross Stores — global retail giants driven by mass production and mass sales.
Global examples of affordable innovation
- Daiso — the global standard for ultra-low-price household goods
- IKEA — Price innovation through mass production and flat‑pack logistics
- Xiaomi — Disrupted the tech market with honest pricing
- Low‑cost airlines, Buy‑One‑Get‑One models, Warby Parker — Brands that redefined markets through price innovation
The "i want" conclusion
Low price and high volume are not discount tactics.
It is a strategic system that expands the market by enhancing accessibility.
It generates strong profitability through scale.
"i want" applies this proven global model to the beauty industry
With unmatched precision—
Creating a new standard where "high quality is accessible to everyone".
Allowing cross-border purchases would undermine price stability.
Damage the market protection provided by official agencies,
And weaken the brand's integrity.
To maintain consistent pricing and distribution order,
Cross‐border sales are strictly prohibited.
The base prices are similar.
However, they may differ slightly as final costs (including logistics freight, import duties, and other expenses) vary by country.
Using KRW as the base currency ensures accuracy.
Global price consistency and stable supply pricing,
And strong control from headquarters.
It also minimizes exchange‑rate risk.
All prices are calculated using the daily exchange rate.
If major fluctuations occur,
Adjustments may be made in favor of the agency.
"i want" Day is a special promotion held on the 25th of every month.
Selected items follow separate pricing rules established by headquarters.
Including special discounts or event pricing.
All promotions must maintain each country’s price stability.
Crew25 is a global quality evaluation panel that tests new products first.
Creates reviews and marketing content.
It is the core engine for brand expansion, authentic reviews, and fandom building.
Members are primarily recruited from local universities.
Near the agency’s headquarters.
Recruitment is conducted through SNS announcements and campus communities.
And referral programs.
Crew25 expands in three phases.
Phase 1: 25 members from each country
Phase 2: 250 members enrolled
Phase 3: 2,500 Members
The process follows stabilization, system setup, and large-scale expansion.
Members receive free new products, activity incentives, and birthday gifts.
A 5% referral reward.
The program is designed to be fun, engaging, and rewarding.
Crew25 is funded by reinvesting 20% of its net profit.
This supports the brand’s philosophy of “customers growing the brand.”
Crew25 enables organic expansion, authentic reviews, and strong fandoms.
And rapid market penetration without heavy advertising costs.
It is the most important growth engine in i want’s global strategy.
Crew25 must focus on fun, engagement, rewards, and a sense of community belonging.
It should function not as a simple review group,
But as a "core national community that grows the brand together,"
I want to prioritize online distribution (D2C and SNS).
To maintain brand control, price stability, and strong fan engagement.
Online channels enable faster expansion, lower costs, and higher efficiency.
No traditional retail stores are operated.
To maintain brand control and ensure price consistency,
Offline retail is strategically restricted.
Pop-up stores are used for SNS content creation and branding.
And experiential events, rather than traditional retail sales.
They serve as strategic tools for exposure and fandom building.
i want uses FCL container logistics (20ft/40ft/40HC)
To reduce shipping costs and ensure a stable, large-volume supply.
FCL offers lower logistics costs and a reduced risk of damage,
Stable supply and stronger price competitiveness for bulk orders.
MOQ is based on FCL container units.
Adjustments may be made depending on each country’s initial operations.
Production typically takes 30–45 days,
and shipping requires 7–30 days depending on the region.
Orders are collected monthly and shipped by the end of the following month.
Samples are shipped via DHL or EMS.
Simply provide the destination details and preferred shipping method.
DHL is faster and more reliable.
EMS is more cost-efficient.
DHL is recommended for urgent samples.
EMS is suitable for standard shipments.
An exclusive agency must have D2C capability, AI utilization skills, and Crew25 management ability.
Compliance with the 2.5× MSRP rule, strong brand loyalty, and market leadership are essential.
The contract typically lasts for one year.
Renewal is based on performance and operational stability.
Exclusivity is maintained by following pricing rules and operating Crew25.
Protecting the market and meeting agreed sales targets.
A reasonable MSO is set based on the market size of each country,
And it is applied flexibly during the initial phase.
Initial orders are based on FCL units.
Adjustments will be made depending on the country’s early operational needs.
Contracts may be terminated due to pricing violations and unauthorized distribution.
Or failure to operate Crew25 properly.
Agencies operating properly are fully protected.
We provide a comprehensive support package, including detailed product pages (KR/EN), SNS marketing assets, web data, sampling support, training materials, priority access to new products, and official partner certification.
Yes. All essential marketing materials have been provided.
Including detailed KR/EN pages, images, videos, and SNS content.
New product schedules are shared in advance.
And agencies receive priority access to samples.
i want builds brand power through strong keywords such as:
#25 #iwant #CICA #Breathtaking #MarineStar #PDRN.
In digital markets, keywords equal brand visibility.
The strategy ensures that "I want" appears naturally in search results.
SNS is operated as a core D2C channel.
Focused on content, reviews, and user-generated content for rapid expansion.
Headquarters provides base content, and each country localizes it.
Yes.
However, brand tone, pricing rules, and core concepts must adhere to HQ guidelines.
Localized content can be freely created.
i want aligns naturally with K-beauty and K-lifestyle trends.
By emphasizing K-manufacturing, K-ingredients, and Korean aesthetics, we aim to...
Collaboration with K‑content or influencers is possible when needed.
With its ultra-low price, high quality, and Crew25 system,
Rapid product expansion and an exclusive agency model.
"i want" is structurally designed for fast global scaling.