K-beauty indie brands are rapidly expanding into US offline retail, with recent entries into Sephora and Ulta Beauty stores. This shift from online to physical retail creates new sourcing and distribution opportunities for overseas buyers, as Korean brands leverage TikTok-driven awareness to secure shelf space in major chains.
Market signal
According to industry sources on May 5, Korean indie brand Chosungah22 (조선미녀) has entered 640 Sephora stores across the US, while Anua (아누아) has expanded into 1,500 Ulta Beauty locations. Both brands followed a strategy of building local consumer interest through TikTok marketing, then selling via Amazon before moving into offline retail.
Anua leveraged TikTok campaigns centered on its houttuynia cordata ingredient, accumulating 2.4 billion cumulative views for brand-related content. Based on this online recognition, the brand entered 1,400 Ulta Beauty stores nationwide in February last year, and its annual sales surpassed 700 billion KRW.
Chosungah22’s Sephora-exclusive product, the Day Duo Sun Cream, became a bestseller in the sun care category. The company reported that its pop-up store in New York’s Times Square last month attracted 2,500 visitors over two days.
Regulatory and channel signals
K-beauty brands are gaining strong traction in the US market. According to Korea’s Ministry of Food and Drug Safety, Korean cosmetics exports to the US surpassed those to China for the first time last year. NielsenIQ data shows US K-beauty sales reached $2.2 billion in the previous year, up 37% year-over-year.
However, industry players cite significant cost burdens in the US expansion process. A cosmetics industry insider noted, “Logistics costs, warehousing fees, and recently added US tariffs are increasing the burden. To enter offline stores, brands must prove brand recognition, which incurs marketing expenses.”
Sourcing context
In response, a proposed ‘Cosmetics Industry Support Act’ led by Rep. Song Jae-bong of the Democratic Party of Korea passed the National Assembly’s Health and Welfare Committee in April and is now pending review by the Legislation and Judiciary Committee. The bill’s core is introducing an ‘innovative cosmetics company’ certification, providing concentrated support in funding, technology, and overseas expansion for companies meeting R&D investment and export capability thresholds. It also includes establishing a comprehensive cosmetics industry support center, training professionals, and building an integrated information system.
An industry insider commented, “As K-beauty achieves rapid global growth, it’s positive to see related support measures emerging.”
Source: Read the original report | Published: June 05, 2026