K-beauty brands are broadening their reach in the U.S., stepping beyond the online space into prominent offline retail channels. With a growing presence in major retailers like Costco, Ulta, and Target, K-beauty is seeking to expand its footprint and connect with American consumers in physical stores.
According to industry reports on February 26, indie K-beauty brands such as MA:NYO, Anua, Chosun Beauty, and Skin Angel have recently entered major U.S. retail outlets, marking a shift from their previous reliance on online platforms like Amazon. This expansion is poised to increase their visibility and grow their consumer base across the United States.
Expanding from Online Success
These brands initially gained popularity through e-commerce, leveraging platforms like Amazon and social media channels, particularly TikTok, to create a buzz around K-beauty products among the American MZ generation (those born between 1980 and 2000). This strategy helped K-beauty achieve a significant milestone in 2024, when it surpassed France to become the leading cosmetic import in the U.S., the world’s largest cosmetics market. According to data from the Korea International Trade Association, Korean cosmetics imports to the U.S. reached $1.406 billion between January and October last year, outpacing all other countries.
Major Retail Expansions
With K-beauty’s rising prominence, indie brands are now turning to large U.S. retail networks to capture a broader market share. In the past, only a few brands managed to secure space in beauty-focused retailers like Sephora, but recently, several brands are branching out into major retail chains such as Costco and Target.
For example, Anua, which entered the U.S. market in 2022, made its offline debut at Ulta this month, a retailer often compared to Olive Young in South Korea. Anua, known for its mugwort-based products, has seen explosive growth, recording $420 million in online sales across North America in 2024. Other K-beauty brands like CosRX and Klairs are also featured at Ulta.
Costco: A Key Gateway
Costco, with its more than 700 locations across North America and a membership-based, bulk purchasing model, offers K-beauty brands an opportunity to reach a wide and loyal customer base. The entry into Costco not only enhances brand visibility but also provides competitive pricing advantages. Brands that succeed in Costco are well-positioned to expand into additional large retail outlets like Walmart, Target, and Walgreens.
MA:NYO, which recently entered Costco, is also now available at Target, where its products are being sold in approximately 1,788 stores nationwide, nearly 90% of all Target locations. The brand’s Pure Cleansing Oil is among the top offerings at the retailer.
A New Era for K-Beauty
Industry experts view this move as a significant milestone for K-beauty’s U.S. expansion. “The entry of K-beauty into the U.S. offline market marks the beginning of a new phase of growth,” said a beauty industry official. “This expansion into mainstream outlets like Target and Costco shows that K-beauty is no longer limited to niche markets—it has become widely embraced by American consumers.”
As K-beauty continues to penetrate the U.S. retail sector, its growing market presence suggests a promising future for these innovative brands.
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