Korea is the country of K-pop and K-beauty, and despite not being part of the mainstream Western culture, it is gaining global popularity for its unique, individualistic culture. Coming from the periphery rather than the center of the world, our success would not have been possible if minorities and diverse cultures were not respected.

ASARTE101 is a brand that pursues racial and cultural diversity, and is a brand for people who travel the world and enjoy beauty regardless of skin color or region of origin. K-beauty is developing rapidly around the world, and in particular, Korea's trendy colored contact lenses are gaining popularity as a new must-have item for the younger generation. It is especially popular among those who want to emphasize eye makeup, those who like strong self-expression and want to express their individuality through their eyes.

In particular, our brand has continued to carry out campaigns to promote the rights of sexual minorities, women, and immigrants. No matter where we come from, what gender we are born with, what skin color we have, or what religion we belong to, our individuality and beauty will be visible to the world. it is the essence of our identity.