K-Beauty brand ROM&ND was founded in 2016 by Saerom Min (Gaeko), one of the most popular skincare content creators in Korea, together with IFamily SC. Instead of following the conventional path of the beauty industry, ROM&ND decided to focus more on consumers and influencer marketing. In fact, Saerom is one of the most sought-after beauty influencers in Korea and has taken one of the top spots in Naver’s (Korean web portal) beauty blog category. She mainly publishes make-up tutorials, such as daily make-up or make-up of famous Korean celebrities. The brand name is therefore also derived from its name ‘saeROM’.