Esports organisation FlyQuest has announced a strategic partnership with BRMUD, a Korean skincare brand. The initiative marks a crossover between ‘K-beauty’ and competitive gaming, positioning skincare as part of player performance and wellness.

The partnership is being presented as a cultural shift in the gaming space. FlyQuest, which emphasizes a purpose-driven approach, is aligning with BRMUD’s skincare products to promote self-care among gamers. The collaboration aims to bring the subject into the esports conversation through community content and live activations.

“This partnership with FlyQuest is not just about skincare, it’s about shifting the culture,” said Donghwan Kim, CEO of KoMa Media and Head of Marketing US for BRMUD. “Today’s gamers are confident, expressive, and care about how they show up both on and off screen. BRMUD brings them a skincare routine that’s high-performance, just like they are.”

BRMUD has sold more than 200,000 units in the past five months, following a high-profile social media moment involving the American rapper Cardi B.

Leading the collaboration is Paul (Gihyeon) Cho, VP of Partnerships at FlyQuest, who has a history of facilitating projects with Korean brands and personalities. According to the organisations, the initiative aims to open new market opportunities while blending aspects of both esports and K-beauty culture.

The campaign will include curated prize packs and interactive events, with a focus on engaging the gaming community in a “fresh, fun, and community-driven” way. The U.S. expansion of BRMUD is being spearheaded by Kim, also known as former professional StarCraft II player “viOlet,” now leading the Los Angeles-based agency KoMa Media.