K-beauty brand Amuse is accelerating its expansion in the U.S. offline market by entering major retail chains across the country.
Amuse Korea announced on the 30th that Amuse will launch at 85 Nordstrom department stores in the U.S. on September 6, followed by an official launch at 611 Target locations on September 10.
By securing both Nordstrom and Target, Amuse will gain access to a broad range of consumers, from premium department-store shoppers to mass-market retail customers.
The Target partnership was finalized after approximately two years of discussions. Target executives reportedly visited Amuse’s headquarters last year to assess the brand’s competitiveness and growth potential.
Target operates approximately 2,000 stores across the U.S. Amuse plans to expand its consumer reach through Target Beauty Studio, a new beauty-focused retail space that Target is introducing this fall.
Target Beauty Studio brings together premium and emerging beauty brands and will operate in more than 600 stores as well as online. Amuse will offer 68 products through the space, centered on key products such as Dew Tint and Banana Lip Oil.
Amuse plans to accelerate the expansion of its U.S. distribution network following the new retail partnerships. Drawing on its experience operating in 30 countries worldwide, the company aims to provide products and brand experiences tailored to local consumer preferences and trends.
The company will also strengthen its local marketing efforts. Amuse will participate in a press and creator event at Target’s flagship store in Los Angeles on September 25–26 and hold a VIP influencer event in New York in mid-October. It also plans promotions targeting Black Friday and the year-end holiday season.
An Amuse representative said, “The U.S. is a key market with enormous growth potential for K-beauty and an essential market for becoming a global beauty brand. With broad consumer touchpoints secured across the U.S., we will communicate Amuse’s unique brand DNA and develop the U.S. into a core growth hub for our global business.”
The K-beauty industry increasingly views the U.S. as a key growth market, accelerating expansion through local distribution networks that connect department stores, major retailers, and online channels.