LG Household & Health Care has launched its global brands Dr. Groot and The Face Shop in Mexico as part of its strategy to penetrate the Latin American market. CEO Lee Sun-joo visited the site to assess the local market and explore business opportunities with buyers.
On September 28, LG Household & Health Care announced its participation in the '2026 Mexico K-Expo,' held in Mexico City from September 24 to 27. This event, organized by the Ministry of Culture, Sports and Tourism and the Korea Creative Content Agency, is the first comprehensive Hallyu expo in Latin America aimed at supporting domestic companies' overseas expansion in sectors like beauty and food.
With a population of 130 million, Mexico is the second-largest cosmetics market in Latin America, following Brazil. Last year, exports of Korean cosmetics to Mexico surged by approximately 150% compared to the previous year.
At the expo, LG Household & Health Care prominently featured Dr. Groot and The Face Shop. The promotional booths for both brands were designed in the form of 'pop-up trucks,' symbolizing their journey from Korea to the United States, including New York and Los Angeles, before reaching local customers in Mexico.
During the event, an average of 5,000 visitors per day visited the promotional booths. CEO Lee Sun-joo engaged with attendees, explaining products and meeting with local buyers. On the second day of the event, September 25, notable figures including President Lee Jae-myung, First Lady Kim Hye-kyung, and Choi Tae-won, Chairman of the Korea Chamber of Commerce and Industry, also visited the LG Household & Health Care booth.
The scalp care brand Dr. Groot showcased 12 types of 'Scalp Revitalizing Solutions' available on platforms like Amazon, Sephora, and Costco in the U.S. The booth also offered personalized scalp diagnostics, product recommendations, and formulation experience programs.
The Face Shop highlighted its flagship cleansing line, 'Migamsu,' introducing three cleansing products and three new skincare items, 'Migamsu Ready.' Visitors could experience the foam firsthand and participate in events featuring rice. The cumulative global sales of Migamsu have surpassed 50 million units.
LG Household & Health Care plans to expand its presence in the Mexican market based on the customer feedback and networks established during the event. The company aims to collaborate with local influencers to create Spanish-language content and conduct product sampling events.
Additionally, LG Household & Health Care will enhance offline sales channels by partnering with major local distributors. It plans to strengthen its online presence through platforms like Mercado Libre, establishing a comprehensive distribution base that encompasses both online and offline channels.
An LG Household & Health Care representative stated, 'Mexico is a key hub for our business in Latin America, given the high interest in Korean culture and K-beauty. We will leverage the consumer insights and marketing experience gained in Mexico to expand business opportunities in other major Latin American countries, such as Brazil.'
Meanwhile, LG Household & Health Care has identified six global brands, including The Face Shop, Belif, Dr. Groot, CNP, and Yushimol, to target key overseas markets.
* This article has been translated by AI.
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