K-beauty companies, including APR and Gudai Global, are rapidly expanding their distribution networks, particularly in the United States, to capitalize on the K-beauty boom and boost export volumes. The strategy involves entering large retail chains and shopping facilities to increase sales and enhance brand recognition. Some firms are also acquiring local distributors to improve operational efficiency. According to industry sources on May 28, APR, known for its MediCube brand of beauty devices and cosmetics, is the most aggressive in channel expansion. The company is set to enter 3,000 Walmart stores in the U.S. in June and is in final negotiations to enter approximately 650 Costco locations in the third quarter of this year. APR already entered 1,500 Ulta Beauty stores last year and 1,500 Target stores in April. Its current 3,000 retail points are expected to more than double to over 6,000 across 50 states by year-end. APR is also accelerating its push into Asia, planning to enter over 260 offline stores of India's largest beauty platform, Nykaa, in the first half of the year. The company is present in over 70 countries, including the U.S., Canada, the UK, France, Japan, and China. Overseas performance is directly driving growth: APR posted record quarterly sales of nearly 600 billion won in Q1, with overseas revenue surpassing 500 billion won for the first time, accounting for about 89% of total sales.
An APR official stated, "We are continuously launching new products, focusing on basic skincare and device lines, and plan to expand our portfolio into hair and body care." Gudai Global, known for brands like Joseon Beauty and TirTir, is significantly increasing its presence in Sephora. Currently in 1,469 Sephora stores, it plans to expand to over 1,800 by year-end, with about 650 of those in the U.S. The company is also aggressively pursuing online sales through Amazon and other channels in the U.S. Gudai Global aims to formalize its distribution platform business this year, strengthening local distribution and operational capabilities through key vendors and overseas subsidiaries. A Gudai Global official said, "Based on our brand competitiveness, we plan to secure local supply chains and operational infrastructure to expand into a structure encompassing distribution."
This strategy is reflected in the acquisition of North American distributor Hansung USA earlier this year and the launch of Gudai Global Japan last month. Hansung USA is a key distributor supplying K-beauty brands to Ulta Beauty, Target, and Costco. By making it a subsidiary, Gudai Global is building a direct entry into U.S. retail networks, enhancing responsiveness to major retailers and proactively managing stringent entry requirements and logistics guidelines to boost brand trust and operational stability. CJ Olive Young is also accelerating global expansion. On May 29, it will open its first North American store in Pasadena, California, with over 80% of the 400 brands being K-beauty. It plans to operate five stores in the U.S. by the first half of next year. Olive Young's overseas sales last year reached 293.7 billion won, up 51% year-on-year.
Source: Read the original report | Published: May 28, 2026