[2] To further develop his product, he reached out to Dr. Jung Sung-jae (Korean: 정성재), who was testing new treatments for patients with severe skin issues.

[2] In the early days of Dr. Jart+, Lee focused mostly on exporting Dr. Jart+ from Asia, theorizing that the brand's popularity in Asian territories would translate to success in other regions.

[2] It entered the American market in early 2011 in partnership with cosmetics retailer Sephora, offering two BB creams at ten of its then-locations.

[5] Dr. Jart+ is composed of nine lines, each focused on a specific ingredient or skin issue: Dr. Jart+ is considered to be one of the brands that led the Korean beauty wave.

[8][9][10] According to Ju Rhyu, a business-to-business consultant, Dr. Jart+ already has a "very clear brand identity" and is therefore keen to downplay the K-beauty angle.