【South Korea】From Tokyo to Paris, K-beauty Expands into Global Retail Channels

K-beauty products are rapidly expanding their presence in mainstream retail channels worldwide, from convenience stores in Japan to luxury department stores in Paris, according to industry reports. This expansion follows Korea becoming the world's second-largest cosmetics exporter last year. Amuse, an indie-beauty brand owned by Shinsegae International, recently opened permanent stores at Galeries Lafayette's Champs-Élysées and Haussmann locations in Paris. A pop-up at the Champs-Élysées branch in March reportedly drew long lines and sold out quickly. Galeries Lafayette, known for its selective entry barrier, reportedly approached the brand first. In Japan, 7-Eleven stores nationwide will feature dedicated K-beauty sections, led by e-commerce platform Qoo10 under eBay Japan, following a successful nationwide pilot last year. "One of the biggest tasks for K-beauty brands is expanding local retail networks so they can grow from online hits into sustainable global brands," an industry source said.

K-beauty tech company APR entered 1,500 Target stores in the United States in April and plans to roll out products at 3,000 Walmart stores starting next month. The company is also targeting U.S. Costco stores in the third quarter of this year. Beauty of Joseon has entered 640 Sephora stores in the United States and 1,300 Boots stores in Britain, and secured sales at Rossmann, Poland's largest drugstore chain. Amorepacific's Laneige and Aestura are sold at Sephora stores in the U.S. and Europe, while LG H&H's Dr. Groot entered Costco stores in North America last year. Industry analysts project cosmetics exports could surpass 20 trillion won ($13.2 billion) this year if K-beauty gains a stronger foothold in overseas offline markets. Korea's cosmetics exports hit a record $11.4 billion last year, making it the world's second-largest cosmetics exporter behind France ($24.3 billion), according to the Ministry of Food and Drug Safety.

"The beauty markets in the U.S. and Europe are still heavily centered on offline retail," another industry insider said. "Getting products into local retail channels has become a key factor in expanding brand awareness and boosting sales." CJ Olive Young, Korea's major retail channel for cosmetic products, is set to open its first U.S. store in California on Friday. "If K-beauty successfully establishes itself in local retail stores, its customer base could grow rapidly and sales could rise significantly," said Lee Jong-woo, a business and marketing professor at Namseoul University.

Source: Read the original report | Published: May 25, 2026