K-Beauty Expands Export Sales Network

Doubling in U.K., Germany, and other countries compared to last year
LG Household & Health Care Co. holds meetings with U.S. Walmart
Amore is accelerating its entry into the European market

K-beauty companies are expanding their exports by targeting distribution networks in the USA, Europe, and Latin America this year.
LG Household & Health Care Co. said it is targeting major U.S. retailers such as Ulta Beauty, Sephora, and Target with a multi-brand strategy spanning skincare, haircare, and makeup. The company’s haircare brand Dr. Groot planned to enter about 400 Sephora stores in the United States last year. Dr. Groot entered approximately 680 Costco stores in North America in September last year. Amorepacific Corp. is also stepping up its push into North America and Europe with its skincare brand Laneige and derma beauty brand Aestura.

Amorepacific’s derma brand Aestra expanded its presence in Sephora U.S. stores from 441 locations in February last year to 1,492 currently. It also began entering about 680 Sephora stores last year across 17 European countries including France, Germany, and Italy.
Goodai Global Inc.’s brand Beauty of Joseon entered Sephora U.S. in July last year and expanded into Brazil through Drogasil and Soneda in March, recently extending into Mexico. TirTir Inc. entered Ulta Beauty in the USA in August last year, and has since expanded into Canada’s Shoppers Drug Mart.
APR Co’s beauty brand ‘Medicube’ began entering Sephora Europe in March, rolling out across 450 stores in 17 countries including France and Germany.

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