The U.S. has become the largest export market for Korean cosmetics, and the offline presence of K-beauty, which has primarily grown through online and specialty beauty stores, is evolving. The sales landscape is expanding beyond specialized channels like Sephora and Ulta Beauty to include major retail chains.
According to industry sources on Tuesday, Target, a major U.S. retailer, plans to create its own prestige beauty spaces in over 600 stores nationwide, prominently featuring K-beauty brands.
On September 26, Target will host a customer event at its Target Beauty Studio. The first 100 customers at most Target locations will receive Target Circle perks for online and in-store beauty studio shopping. Some stores will also offer additional freebies.
The Target Beauty Studio launched on September 10 in over 600 stores and online across the U.S. This means that many of Target’s 2,000+ stores now boast dedicated prestige beauty areas.
The product lineup includes over 1,600 items from 90 brands, covering skincare, makeup, haircare, and fragrances. Alongside prestige brands, the selection features emerging and global brands, with more than two-thirds making their Target debut.
The sales approach is a step up from traditional cosmetics displays. Dedicated beauty advisors offer personalized product recommendations, and shoppers can test certain items in-store. A central area showcases rotating brands and products, featuring curated selections like Editor’s Picks and Most Loved, along with mini product collections.
Notably, Target has classified K-beauty as a distinct major brand category in its overall brand lineup.
In makeup, it spotlighted Amuse, Kaja, and Romand as star brands, while in skincare, it showcased Dr. Melaxin, Purito Seoul, and Ingredient Editor. K-beauty stands out as an independent product line within the prestige beauty space that brings together global brands.
U.S., Hottest Market for K-Beauty, With Amazon and TikTok Shop Paving Way For Expansion Into Large Offline Spaces
Target’s moves align with K-beauty’s rapid growth in the U.S. market. According to the Ministry of Food and Drug Safety, Korean cosmetic exports hit 7 billion USD in the first half of this year, a whopping 27.3% increase from last year and a record high for the first half of any year.
The U.S. accounted for 1.45 billion USD of that total, representing 20.7% of all cosmetic exports, a 430 million USD jump from the previous year.
Until now, K-beauty’s growth in the U.S. has primarily been driven by online platforms like Amazon and TikTok Shop, as well as specialized beauty retailers like Sephora and Ulta Beauty. Recently, the distribution network has expanded to include major retail chains, where shoppers can easily discover cosmetics while picking up groceries or household items.
Beauty has emerged as a standout category for growth at Target. In Q2 this year, beauty sales soared to 3.639 billion USD, outpacing the 3.396 billion USD from the same period last year. The growth rate during this time hit high single digits.
Industry experts are buzzing about the significance of a major retailer expanding its beauty space while featuring K-beauty as a key brand. This shift opens doors for K-beauty to reach a wider audience, beyond beauty enthusiasts to everyday shoppers.
Following the end of its partnership with Ulta Beauty, Target is doubling down on its own beauty curation. The Ulta Beauty at Target shop-in-shop partnership, which kicked off in 2021, wrapped up on August 15. At the time, Ulta Beauty shop-in-shops were operating in over 600 Target locations across the U.S.
Less than a month later, Target unveiled its own beauty studio under its brand in a similar number of locations. While it’s not a direct replacement for the Ulta Beauty shop-in-shops, this major expansion of Target’s curated beauty space, complete with enhanced try-on experiences and personalized recommendations, signals a strategic pivot following the end of its external partnership.
K-beauty brands are also expanding their offline presence through these U.S. retail channels.
KraveBeauty’s Skin 1004 is now available not just through online and specialty beauty channels, but also at major retail chains like Target and Costco. This expansion into comprehensive retail channels is a game-changer, allowing K-beauty to reach consumers who typically shop at big-box stores, beyond its existing fan base.
A spokesperson for KraveBeauty explained that the growing presence of K-beauty in major U.S. retail channels is more than just about increasing sales points. It shows that K-beauty is evolving from a niche trend to a mainstream phenomenon appealing to a broader American audience. It’s excited about the potential for a positive feedback loop where online buzz around K-beauty translates into real-life product experiences and purchases, further expanding the consumer base.
