President Lee Jae Myung announced Wednesday, October 7, that South Korea is launching a "K-Brand Government Certification System" letting consumers verify authenticity by scanning a QR code with their phone. "The government will respond swiftly to counterfeit products overseas," he said, adding it would "no longer leave our companies to fight alone." The move pairs with a joint IP initiative from the Ministry of SMEs and Startups and the Korean Intellectual Property Office aimed squarely at protecting K-beauty and other small and medium-sized brands.

The initiative's target is brand equity. Global Cosmetics News frames the effort as strengthening the infrastructure protecting Korean beauty companies as they expand internationally, helping smaller brands address counterfeit products, trademark squatting and unauthorised registrations that could undermine overseas growth. Meanwhile, Maeil Business Newspaper (MK) reports K-beauty companies keep multiplying their exposure — Amuse launched its first sister brand RAWDEW, and Goodai Global is developing PEACEMINUSONE BEAUTY with G-Dragon's fashion brand for a planned first-half 2027 debut and later US and Japan entries.

Expect the QR authentication system to roll out across participating companies, with more sign-ups likely after the launch cohort of thirty-one. Global Cosmetics News says export assistance will now be linked with IP protection and dispute-response services, meaning brands can get trade help and counterfeit defence in one channel. With Hallyu content exports hitting a record USD 14.9 billion last year — per Premium Beauty News — and foreign tourist arrivals at an all-time high of 18.94 million, the government has strong incentives to keep K-beauty's reputation clean.