NEWS & BLOGS

K-Beauty Goes Mainstream: Taking Over the U.S. Offline Market

Provision Consulting Group
Sep 17
2 min read

Updated: Sep 24

K-Beauty: The New #1 in U.S. Cosmetic Imports

According to the Korea International Trade Association, from January to October of last year, U.S. imports of Korean cosmetics reached approximately $1.4 billion (about 2 trillion KRW), surpassing France to become the largest cosmetics import country. This is largely thanks to the explosive response from Gen Z consumers on social media platforms like TikTok. The combination of competitive pricing and trendy product development has solidified K-Beauty's presence on online platforms, including Amazon.

The Second Leap: K-Beauty's Push into U.S. Offline Channels

K-Beauty is no longer just an online trend. It is now expanding its reach into major U.S. offline retail channels, entering a new phase of global growth. Not content with its success on Amazon, K-Beauty is making its way into major retailers like Costco, Target, and Ulta Beauty.

Anua: Following the popularity of its Heartleaf Soothing Toner, Anua recently launched in Ulta, marking its entry into the offline market.
Ma:nyo: After its success at Costco, Ma:nyo's cleansing oil is now available in 1,788 Target stores.
Skin1004, Torriden, Beauty of Joseon, and d'Alba are also seeing increased sales at Costco and Target.

This expansion demonstrates that K-Beauty is no longer a niche market; it is being embraced by mainstream U.S. consumers.

New Challenges with Rising Status: Regulations and Sustainability

With its growing prominence, K-Beauty faces new challenges. The full implementation of the MoCRA (Modernization of Cosmetics Regulation Act) in the U.S. has strengthened labeling and ingredient review requirements. This means compliance is now mandatory across all distribution channels, both online and offline. On top of this, the growing emphasis on eco-friendly, vegan, and ESG trends means global consumer standards are constantly rising.

Click!! >>>>>>After MoCRA, What's Next for K-Beauty? Find the Answer at the ACI Forum.

Two Pillars for Sustainable Growth: The Intersection of Regulation and Distribution

Entry into major offline retailers like Costco and Target signifies a new era of growth for K-Beauty in the U.S. However, to achieve long-term success beyond simple sales expansion, brands must integrate regulatory compliance, brand differentiation, and sustainable product strategies.

Regulation and distribution are no longer separate challenges; they are two essential pillars for successful market entry. For K-Beauty brands to go mainstream, key strategies include: