The Korean firm announced on Tuesday that it had completed the establishment of Adapt US. The company plans to launch an online store in the U.S. and enter multi-brand shops.
Adapt is known for its health supplement brand Foodology and men's grooming brand OBgE.
The company chose the U.S. market as part of its global growth strategy, driven by the high interest in K-beauty and Korean-style diet, as well as the notable increase in Foodology sales on Amazon.
In December 2023, Adapt's key brands such as Foodology and the skincare brand Fully entered the Amazon brand store, recording billions in transactions within a month, according to the company.
The company has also achieved success in Japan, ranking first in real-time rankings for food and health supplements on Qoo10 Japan.
"We expect the popularity of K-beauty, K-diet and K-lifestyle to grow in North America beyond Asia," Adapt said in a press release.
