Ep 120: Welcoming vs. Targeting: Building an Authentic K-Beauty Brand in Direct Selling

In this episode of the Direct Approach Podcast, Wayne Moorehead sits down with Betty Perez, General Manager & Chief Marketing Officer of Riman, to explore how direct selling’s roots in trust, authenticity and personalization are converging with today’s social commerce landscape. With experience as a distributor, company co-founder and executive at major direct selling companies, Betty brings a unique perspective on building authentic brands that empower distributors and attract customers.

Betty shares insights from Riman’s remarkable growth story—from generating over $2 billion in South Korea in just four years to launching in the US market. She introduces a powerful distinction between “welcoming” versus “targeting” influencers and affiliates and makes a compelling case that brand strength is the foundation of distributor confidence and long-term customer retention. This conversation offers a masterclass in staying true to direct selling’s roots while embracing modern social commerce.

In this episode, you will:

• Learn the Difference Between Welcoming and Targeting Influencers
• Discover Why Brand Strength Is the Foundation of Distributor Confidence
• Master the Art of Meeting People Where They’re At
• Explore How K-Beauty and Personalization Are Reshaping Consumer Expectations

Listen or watch this podcast below.

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