K-beauty brand Glowiest is accelerating its global expansion by entering offline retail channels in South Korea, the United States, and Europe. After launching at Musinsa Megastore Seongsu and Ulta Beauty, the brand will debut its 'Sweet Dreams Lip Mask' 3-set at Costco stores in Spain and France by end of June, signaling a strategic push into the European market for overseas buyers and distributors.
Market signal
Glowiest, owned by global distributor Sophy Company, is strengthening its offline presence both domestically and internationally. The brand's entry into Musinsa Megastore Seongsu—a major fashion and lifestyle platform's offline store—targets MZ and Gen Z consumers with high interest in fashion and beauty. This move allows Glowiest to offer direct product experience and purchase opportunities beyond its online base.
North America expansion
Glowiest has also secured placement at Ulta Beauty, a leading U.S. beauty retailer covering skincare, makeup, and hair care. This listing provides a critical gateway to North American consumers, enhancing brand recognition in one of the world's largest beauty markets. The brand's representative called it "a meaningful first step toward becoming a global brand."
European retail push
In a further expansion, Glowiest will launch its 'Sweet Dreams Lip Mask' 3-set at all Costco locations in Spain and France starting late June. This move accelerates the brand's European distribution network, offering a new channel for importers and distributors to access K-beauty products through a major wholesale retailer.
What buyers should watch
Glowiest's multi-channel strategy—spanning South Korea's Musinsa, the U.S.'s Ulta Beauty, and Europe's Costco—signals a scalable model for K-beauty brands entering global retail. For overseas buyers, this indicates potential for consistent supply and brand support. Sophy Company, led by CEO Park Seon-ju and Director Yoon Su-ji, reported 58 billion KRW in 2025 revenue and targets 150 billion KRW in 2026, driven by channel expansion.
Source: Read the original report | Published: June 15, 2026