Fruitful, the Korean startup behind the beauty brand Tiptoe, has raised approximately USD 1.45 million(KRW 2 billion) in a Pre-Series A round, based on a post-money valuation of approximately USD 8 million(KRW 11 billion). The round was joined by Schmidt, KD&J Partners, and Amorepacific.

Fruitful is led by CEO Sangbin Lee, a former executive at Blank Corporation, who leverages his experience in managing mass-market brands and expertise in online marketing. Drawing on his academic background in film and media, Lee also introduces products infused with storytelling, combining narrative-driven content with brand launches.

Tiptoe officially entered the color cosmetics market in July with the launch of its tint line. After a one-month pre-launch on Olive Young’s online store, the brand secured offline distribution and is scheduled to roll out nationwide across Olive Young stores by the end of August. In the fourth quarter, Tiptoe will expand internationally, entering key Japanese variety store chains such as Rosemary and Plaza.

The new capital will be allocated toward expanding color categories starting with lip makeup, enhancing product sophistication, and strengthening global marketing and influencer collaborations.

Jungyoon Kim, Investment Director at Schmidt, commented, “Fruitful has demonstrated strong performance across nail, face, and lip categories with its unique brand identity and distinctive aesthetics. With its domestic momentum and upcoming Japanese expansion, the company holds strong growth potential.”CEO Sangbin Lee added, “Building on this investment, Tiptoe will accelerate its growth in Olive Young and Japan while establishing itself as a competitive portfolio in the K-beauty color market. We aim to elevate brand awareness through our signature ‘girl-core’ sensibility and differentiated charm.”