From NJ to Asia: Karité scales globally with Coupang
Coupang, a U.S.-based Fortune 150 company and one of the world’s fastest-growing technology and global commerce companies, is helping American brands reach new customers around the world through its innovative technology, AI-powered logistics, and relentless focus on delivering an exceptional customer experience. Each year, Coupang exports billions of dollars in goods and services from the United States, connecting thousands of U.S. brands to millions of consumers across Asia.
Karité, a New Jersey-based small business known by its U.S. customers for its award-winning skincare line, has the opportunity to reach millions of new customers overseas as it expands its sales into Asia for the first time with Coupang.
Founded by three sisters and headquartered in New Jersey, Karité began in the family kitchen, where the trio experimented with natural ingredients to create a rich, nourishing cream inspired by the raw shea butter they grew up using from Ghana. Today, that original formula is the foundation of the company’s professional line of body care products. The company is launching its skincare line exclusively for Coupang customers in Korea and Taiwan.
Karité founders and sisters Akua Okunseinde, Dr. Naana Boakye and Abena Slowe.
“Partnering with Coupang has been a milestone for us – it’s our first step into Asia and an exciting chance to share Karité with Korean consumers who value quality and authenticity,” said Akua Okunseinde, co-founder and Chief Creative Officer at Karité. “It’s also been a reminder that the need for safe, effective body care is universal.”
Karité is built on both personal heritage and professional expertise. Co-founder Dr. Naana Boakye, a board-certified dermatologist, helped shape the brand’s formulations based on years of patient experience treating dryness and sensitive skin.
“We grew up using raw shea butter from Ghana, so we understood its incredible benefits firsthand,” said Dr. Boakye. “Our products aren’t built on trends. They’re built on lived experience, cultural tradition, and medical expertise.”
Karité’s body care products, founded by three sisters in New Jersey, is expanding into Asia for the first time, launching exclusively on Coupang.
As Karité looks to grow globally, Coupang’s end-to-end export solution is making that expansion seamless. Through Coupang Global Services, businesses like Karité simply ship their inventory to Coupang’s logistics facility in Riverside, California. From there, Coupang’s team manages the storage, order fulfillment, cross-border shipping, translation, and customer service, removing many of the traditional barriers associated with international expansion.
“We chose Coupang because it’s trusted by consumers in Korea and Taiwan and reaches them directly,” said Abena Slowe, co-founder and Chief Operating Officer at Karité. “This is our very first time selling in Asia. Coupang’s technology, logistics expertise, and ongoing support made the process simple and easy to handle, which allows us to focus on growing our brand.”
Coupang is also investing billions in AI and advanced technologies that help American businesses scale globally. Its AI systems help forecast demand, optimize delivery routes, and automate fulfillment through robotics and AI-powered logistics solutions, enabling faster delivery and consistently high-quality customer experience.
Karité’s body care products, founded by three sisters in New Jersey, is expanding into Asia for the first time, launching exclusively on Coupang.
Karité’s debut on Coupang in Korea and Taiwan includes three of its most popular products: Crème Mains Hand Cream, an award-winning formula known for deep hydration; Baume à Lèvres Lip Balm, a customer favorite for everyday nourishment; and Crème Corps Body Cream, the brand’s rich, best-selling moisturizer.
“Our advice to other business owners is simple: lead with your authenticity,” Okunseinde added. “Consumers in Korea and Taiwan are discerning and thoughtful. They appreciate transparency, cultural respect, and brands with a clear purpose. Working with Coupang gives brands like ours the opportunity to share that story globally.”