Haelee Park, brand marketing manager, Foodology
Ashley Mun, public relations manager, Foodology
Foodology, a leading inner-beauty and health wellness brand in Korea, has tapped TikTok’s Super Brand Day program to bring its best-selling Cutting Jelly product to the U.S. This marks a meaningful milestone not only for the brand itself, but also for the rapidly evolving Korean wellness movement in America.
Momentum around Foodology’s Cutting Jelly product accelerated after celebrity Kylie Jenner mentioned it on her TikTok account. “I’ve added a new favorite to my routine,” she said at the beginning of this year. This ignited conversation among U.S. consumers, many of whom are increasingly drawn to wellness solutions that feel convenient, enjoyable and seamlessly integrated into everyday life — such as Cutting Jelly.
After establishing category dominance in Korea by leading the slimming category at the country’s largest health and beauty retailer, Olive Young, for four consecutive years, and Cutting Jelly specifically earning Amazon’s “Best Seller” badge in certain categories in the U.S., North America has emerged as a powerful growth engine since Foodology’s U.S. debut in June 2025. From January 2025 to October 2025, Foodology reported year-over-year revenue growth of about 378%, underscoring accelerating traction in the region. Since joining TikTok Shop in the U.S. in June 2025, Foodology reached the status of tier 5 in just two months, marking the brand as one of the fastest-growing among participating brands — and earning Foodology recognition as the first Korean inner-beauty brand to participate in the TikTok Super Brand Day program.
As part of its expansion, Foodology hosted an exclusive TikTok Super Brand Day experience at TikTok Shop’s New York headquarters on Jan. 17, followed by a nationwide Super Brand Day promotion of up to a 73% discount, running Jan. 23–29. The brand’s mission is simple yet ambitious: introduce more American consumers to the style of wellness that Korean shoppers have already embraced — a culture that blends functionality, pleasure and everyday lifestyle aesthetics.
“Cutting Jelly has grown beyond a functional product in Korea and has become part of a lifestyle culture. We are seeing highly positive momentum in the U.S. as well, and we will continue expanding meaningful touchpoints where consumers can personally experience and connect with the Foodology brand,” a Foodology spokesperson said.
Amid the rise of inner-beauty routines, wellness-driven eating habits and creator-powered discovery commerce in the U.S., Foodology’s entry into the U.S. market is notable. The brand’s goal is to position Cutting Jelly as more than just another imported wellness product — instead framing it as a cultural crossover that reflects how a growing number of consumers want wellness to feel: effective, easy and genuinely enjoyable.
Sponsored by Foodology
