Grace, a global health and beauty (H&B) company, has transformed from a medical device importer into a brand aggregation platform, helping Korean beauty brands enter 80 markets including the US, Japan, and Taiwan. With sales quadrupling from KRW 55.6 billion to KRW 200 billion in five years, the company now targets KRW 300 billion in 2026 revenue and plans a KOSDAQ listing by 2027. For overseas buyers, Grace offers a single gateway to source vetted K-beauty brands with ready logistics, regulatory compliance, and retail access.
From medical devices to brand builder
Founded in 1991 as a medical device import and distribution business supplying European and Japanese equipment to Korean pharmacies and hospitals, Grace pivoted to consumer beauty as the H&B market expanded and retail shifted from department stores to multi-brand shops like Olive Young. CEO Shin-il Cho, who took over in 2010, drove the company through four stages of evolution: medical device trade, exclusive distribution of foreign H&B brands in Korea, vendor supply to major local retailers, and now global distribution connecting Korean brands to overseas markets.
Platform model: brand aggregator with end-to-end support
Grace operates as a brand aggregator, not just a distributor. It identifies promising brands and provides channel entry, marketing, logistics, and regulatory compliance—covering import customs, labeling, advertising review, and retailer negotiations. This bundled service reduces the time and complexity for small brands to go global. The company currently manages 260 brands, 3,800 products, and 500 retail channels across 80 countries.
Key market access: Costco, Ulta, and Olive Young USA
In the US, Grace has secured vendor codes for Costco and Ulta Beauty, enabling direct supply without intermediaries. As an official partner of Olive Young USA, it supports over 100 K-beauty brands entering the American market. In Japan, Grace leverages the distribution network of trading giant Itochu to supply K-beauty products to 5,000 stores including Loft and Don Quijote. Taiwan is also a primary market, with plans to expand into Europe, the Middle East, India, and Southeast Asia through local partners.
Own brands and consumer touchpoints
Grace is developing its own private-label brands: 'House of Dohwa,' a skincare line inspired by Korean rice and makgeolli, and 'Tea Collective,' a lifestyle brand reinterpreting Korean tea culture. These brands aim to introduce Korean lifestyle beyond beauty. The company also operates the online platform Koriel.com and a flagship store 'House of Koriel' in Seoul's Bukchon district to engage consumers directly.
What buyers should watch
Grace will showcase its brand-building capabilities and global expansion strategy at the Global K-Beauty Conference 2026 on June 16 in Seoul. Overseas buyers and distributors attending can explore the company's portfolio, including its own brands House of Dohwa and Tea Collective, and learn about its end-to-end platform for entering Asian and Western markets. Grace's proven track record with major retailers and its brand aggregator model make it a key partner for sourcing K-beauty products with reduced market entry friction.
Source: Read the original report | Published: June 09, 2026