As small and indie brands emerge as key players in K-Beauty exports, the approach to international expansion is evolving. In the past, brands would directly enter platforms like Amazon or seek local buyers to establish sales channels. Recently, domestic distribution and platform companies like Olive Young and Musinsa have taken on a larger role in connecting brands with overseas consumers.
According to industry sources, major domestic distribution and platform companies are utilizing their own overseas stores and global online malls to expand the international market for small and indie K-Beauty brands. They are not only placing brands that have proven their sales potential in domestic markets into their overseas stores and global online malls but are also collaborating with local major distributors to broaden their support in logistics and translation.
CJ Olive Young is a prime example. The 'Olive Young Pasadena' store, which opened on May 29 in California, features over 400 brands and more than 5,000 products, with K-brands accounting for over 80% of the offerings.
In the local market, K-Beauty skincare products, particularly sun care, mask packs, serums, and essences, are receiving positive responses. There is a growing interest in Korean skincare routines, including lightweight sunscreens, sun sticks, and toner pads. Notable products gaining traction include Round Lab's 'Birch Juice Moisturizing Sunscreen,' Anua's 'Houttuynia Cordata Cleanser,' and 'PDRN Hyaluronic Acid Capsule 100 Serum.'
Olive Young plans to continue its expansion in California, aiming to operate a total of five stores in the U.S. by the first half of 2027. In addition to its own store openings, it is also working to expand K-Beauty brand sales through local major distribution networks. This month, Olive Young partnered with global beauty retailer Sephora to showcase approximately 150 products from 19 selected brands through Sephora's distribution channels, providing a pathway for individual brands to enter the U.S. offline retail market.
Fashion platform Musinsa is also focusing on connecting emerging and indie beauty brands to international markets. At the recent 'Musinsa Beauty Festa,' over 80% of the participating brands were indie brands, with 40% being newly launched within the last five years. More than 70% of the brands did not have their own offline stores.
Brands discovered in South Korea are given the opportunity to reach global consumers through Musinsa's overseas platform. The Musinsa Global Store, which serves 13 regions including the U.S., Japan, and Southeast Asia, currently features over 400 beauty brands. In the first half of this year, the beauty sector's transaction volume in the global store increased 4.6 times compared to the same period last year.
Beyond online sales, Musinsa is also expanding its local offline presence. A pop-up store held in Tokyo in April, featuring domestic brands like One Thing, Dewytree, and The Tool Lab, attracted 75,000 visitors. Musinsa supports the entire overseas sales process, including automatic translation of product reviews, integration of domestic product codes, and global fulfillment.
This collaborative approach to international expansion reduces the burden on emerging and indie brands that may lack overseas recognition, funding, and distribution networks. Brands can enter local markets by leveraging the overseas customers and sales infrastructure established by platforms without having to build their own distribution and logistics systems. This also allows them to gauge local consumer reactions before making significant investments.
The growth of indie K-Beauty presents an opportunity for distribution and platform companies to expand their overseas operations. By showcasing brands with confirmed growth potential in domestic markets through overseas stores and online malls, they can enhance product competitiveness and attract the growing global demand for K-Beauty to their platforms. This shift in K-Beauty's global expansion strategy is moving from a focus on individual brands to a collaborative market approach with platforms.
Kim Joo-deok, a chair professor in the Beauty Industry Department at Seoul Cyber University, stated, "Expanding overseas through platforms is more advantageous than individual brands directly entering markets, as it allows for the promotion of K-Beauty products collectively. To maintain this synergy, it is crucial to uphold the same level of quality and user experience internationally as in Korea."
* This article has been translated by AI.
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