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Korean Beauty Start-Ups Bet Booming US Demand Outlasts Tariff Pain

South Korean cosmetic start-ups like Beauty of Joseon, Torriden and d’Alba are in talks with major US retailers to expand their brick-and-mortar presences in the world’s biggest consumer market.
Models holding bottles of Beauty of Joseon sunscreens.
Beauty of Joseon sunscreens. (Beauty of Joseon)

Emboldened by roaring online success in the US, South Korea’s cosmetic startups are expanding their bricks-and-mortar presence in the world’s biggest consumer market, confident their mass appeal will offset the hit from tariffs.

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Further Reading

US Retailers Want in on K-Beauty — Again

Amorepacific’s Hanyul is the latest of a flood of K-beauty brands being scooped up by US beauty retailers as consumers clamor for Korean products in the face of price hikes.

Korean-American Brands Lean Back Into K-Beauty

TikTok’s K-beauty obsession has inspired brands like Glow Recipe, Then I Met You and Peach & Lily to embrace their Korean beauty origins as international retailers renew their interest in the category.

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