KOLLAB, a K-beauty brand activation platform, will hold its first offline event in the southern US—'Beauty Haus' in Dallas, Texas, from June 18 to 20. The pop-up targets influencers, consumers, and retail buyers, signaling a strategic push beyond coastal hubs into the growing inland market. This move aligns with surging Korean cosmetics exports to the US, which reached $2.2 billion in 2025, making America the top export destination.
Event structure and target audience
The three-day event features an Influencer Day on June 18, a Public Day on June 19–20, and an invitation-only B2B networking session on the evening of June 19. The influencer track will host about 100 local beauty creators and K-beauty content influencers for a preview experience, aiming to generate social media buzz. The B2B session connects Dallas retail buyers, regional distributors, beauty supply operators, and media with participating brands.
Participating brands and product categories
Brands include Dear Dahlia, hince, SINSURU, RAUME, de:maf, and MUZMAK, covering skincare, makeup, and nail categories. The event also features beauty tech—AI smart beauty devices and scalp/skin analysis tools—offering a comprehensive view of K-beauty's current and future innovations.
Market context and strategic importance
Dallas was chosen for its established Asian retail infrastructure (H Mart, Teso Life), a strong Korean community, and rising consumer interest in K-beauty. Texas is the second most populous US state with notable population inflow and spending power, making it a key next-generation market. The US K-beauty market was valued at approximately $27.6 billion in 2024, with an expected annual growth rate of 9%.
What buyers should watch
This pop-up serves as a testbed for K-beauty brands seeking retail expansion in the southern US. Distributors and clinic buyers should monitor which brands gain traction and which retail partners emerge from the B2B networking. The inclusion of beauty tech devices also signals opportunities for medical aesthetics supply-chain players to explore device distribution in this region.
Direct quote from KOLLAB CEO
Chloe Jeon, CEO of KOLLAB, said: "This Dallas pop-up is not just an event—it's a journey of K-beauty expansion from Seoul to LA and now to Dallas. At this inflection point where K-beauty moves beyond both US coasts into new inland markets like Texas, we provide a platform for brands to meet local consumers and retail partners simultaneously."
Source: Read the original report | Published: June 14, 2026