Brand Philosophy
Notty Curly is one of the retail products of The Katch https://thekatch.one/. The brand emphasises the concept of “interest over courage” in their story, suggesting a playful and curious approach to wellness and self-care. Watch our behind-the-scenes look at how Influencers2C brought Notty Curly to the Australian market.
Here’s a case study structure for Nottycurly as a K2A (Korean to Asia) service by Influencers2c:
Marketing Consultation and Brand Discovery
Nottycurly is a Jeju Island-based marine wellness brand specialising in ocean-inspired skincare and scalp care. The brand emphasises natural ingredients and a “wellness-first” philosophy.
The partnership began when Influencers2C collaborated with The Katch to position Notty Curly as a leading marine-wellness brand in the Australian K-beauty market.
Our team identified Notty Curly’s core strengths:
- Authentic Jeju marine ingredients (seaweed biome, mineral-rich extracts)
- Dual skincare and scalp-care product range
- Wellness-driven brand story bridging nature and self-care
The consultation aligned both teams on delivering Jeju’s natural healing experience to Australian consumers seeking clean, ocean-inspired beauty solutions.
Challenge and Market Analysis
Notty Curly needed to expand beyond Korea while preserving its Jeju Island identity and stand out in the crowded natural beauty market through its marine-based formulations.
Key challenges entering Australia:
- Low brand awareness outside Korea
- Strong competition from established K-beauty and local clean brands
- Localisation needs adapting messaging while keeping Jeju heritage
Our market audit revealed demand for vegan, scalp-focused products among wellness-conscious women (25–40), with micro-influencers driving trust in the clean beauty space.
Campaign Strategy Development
Influencers2C designed a three-phase K2A campaign to bring Notty Curly’s Jeju marine wellness story to Australian audiences. The journey began with Phase 1 – Awareness, where we focused on educating consumers about the unique benefits of Jeju marine ingredients through compelling storytelling. Our content maintained Korean authenticity while adapting messaging to resonate with local Australian sensibilities, introducing the brand’s ocean-inspired heritage in a way that felt both exotic and accessible.
As awareness grew, we moved into Phase 2 – Engagement, strategically partnering with Australian K-beauty and hair-care influencers who could authentically share their experiences with Notty Curly’s products. We launched the Notty Curly, creating an emotional bridge between Australian beauty influencers and transforming the brand from an unknown Korean label into a trusted wellness companion.
Finally, Phase 3 – Conversion brought the campaign full circle with a carefully orchestrated retail launch via The Katch platform. We created exclusive launch offers and curated product bundles that incentivised first-time purchases while showcasing the breadth of Notty Curly’s marine wellness range, turning interest into action and establishing a solid customer base in the Australian market.
Content and Channel Strategy
Utilised Instagram as the primary social platform (@thekatch__official) with content highlighting product benefits, Jeju Island sourcing stories, and user testimonials. Created entry-point offers through AU Beauty influencers for brand awareness and to purchase for new customers across Asian markets via the katch.one website.
Positioning the Brand’s Unique Value
Positioned Nottycurly as a premium yet accessible marine wellness brand rooted in Jeju Island’s natural heritage. Emphasized the therapeutic benefits of ocean-based ingredients and specialised formulations for sensitive skin and scalp care, differentiating from mainstream K-beauty competitors.
Execution and Results
Implemented targeted campaigns featuring hero products, including the Calming Cream, Seaweed-Biome Hair Butter, and Calming Duo Set.
The campaign successfully positioned Notty Curly as a trusted, authentic Korean beauty brand in the Australian clean-beauty market. Within the first week of launch, The Katch recorded its first wave of retail orders, signalling immediate interest and traction from Australian consumers.
This early success validated the market-fit strategy developed under the Health and Beauty K2A Market Entry Solution and established a strong foundation for ongoing retail expansion and long-term brand growth.
