The United States has become the primary growth engine for the South Korean beauty industry, with the market reaching $2 billion in sales mid-2025, representing a 37% year-over-year increase. This “Second Wave” of K-beauty is characterized by a shift from niche online availability to mainstream retail dominance.
Major American retailers, including Sephora, Ulta Beauty, Target, and Costco, are currently engaged in a “turf war” to secure exclusive partnerships with viral Korean brands. This report details the top 10 most significant expansions, highlighting the strategic moves of both established conglomerates and agile, social-media-born startups.
Market Overview and Key Drivers
The current K-beauty boom is fueled by a convergence of digital trends and consumer demand for high-efficacy, affordable skincare. The “glass skin” aesthetic, popularized on platforms like TikTok, has turned once-obscure ingredients such as snail mucin, heartleaf, and rice water into household names.
| Key Driver | Description |
| TikTok Virality | Trends like “glass skin” and “sunscreen layering” have propelled brands like Beauty of Joseon and Anua to the top of sales charts. |
| Affordability | K-beauty offers prestige-level formulations at mass-market price points, appealing to Gen Z and Millennial consumers. |
| Retail Accessibility | The transition from Amazon-only availability to physical shelves in Ulta and Sephora has legitimized the category for the broader US public. |
| Innovation | The integration of beauty technology (devices) and traditional “Hanbang” (herbal medicine) ingredients provides a unique value proposition. |
Top 10 K-Beauty Expansions in the US
1. Olive Young (Retailer)
As South Korea’s dominant health and beauty retailer with over 1,300 domestic stores, Olive Young is set to make its physical US debut in 2026. While it already operates a successful global e-commerce platform, its brick-and-mortar entry is expected to disrupt the market by offering a “discovery-based” shopping experience. Unlike Sephora or Ulta, which focus on a curated selection of top-tier brands, Olive Young serves as an incubator for emerging K-beauty labels, providing US consumers with direct access to the latest trends from Seoul.
2. Beauty of Joseon
Beauty of Joseon represents the pinnacle of the “Hanbang” (traditional Korean herbal medicine) trend. After achieving massive success on Amazon, the brand aggressively expanded into Sephora and Ulta Beauty in 2024 and 2025. Its flagship product, the Relief Sun: Rice + Probiotics sunscreen, became a global phenomenon, praised for its lightweight texture and lack of white cast. The brand’s strategy focuses on modernizing traditional ingredients for a global audience at an accessible price point.
3. COSRX
A pioneer in the US market, COSRX solidified its dominance following its acquisition by the Amorepacific Group in late 2023. The brand has maintained its position as a top seller on Amazon and has expanded its footprint within Ulta Beauty. Known for its “Advanced Snail 96 Mucin Power Essence,” COSRX has successfully transitioned from a cult favorite among skincare enthusiasts to a mainstream staple found in households across America.
4. TirTir
TirTir made headlines in August 2025 by becoming the first K-beauty brand to enter Ulta Beauty’s prestige zone. The brand’s expansion is notable for its focus on inclusivity; its Mask Fit Red Cushion foundation launched with 30 shades, addressing a long-standing criticism of K-beauty’s limited shade ranges. This inclusivity, combined with high-performance “mask-proof” technology, has allowed TirTir to capture a significant share of the US complexion market.
5. Anua
Anua executed one of the fastest retail rollouts in K-beauty history, expanding to 1,400 Ulta Beauty stores in February 2025. The brand’s Heartleaf 77% Soothing Toner became a viral sensation for its ability to calm acne-prone skin. Anua’s strategy relies on “clean beauty” positioning and a minimalist aesthetic that resonates with the American “skinimalism” trend.
6. Laneige (Amorepacific)
As the global flagship brand for Amorepacific, Laneige has moved beyond its “Water Bank” heritage to dominate the lip care category. Its Lip Sleeping Mask is a perennial bestseller at Sephora. In 2024 and 2025, the brand intensified its US marketing through high-profile celebrity partnerships, such as with actress Sydney Sweeney, successfully positioning itself as a “cool,” accessible luxury brand for younger demographics.
7. Medicube
Medicube has carved out a unique niche by merging skincare with beauty technology. Through an exclusive partnership with Ulta Beauty, the brand introduced its Age-R Booster Pro device to the US market. Endorsed by celebrities like Kylie Jenner, Medicube’s expansion demonstrates the growing appetite among US consumers for professional-grade, at-home beauty treatments that complement their topical skincare routines.
8. Sulwhasoo (Amorepacific)
Sulwhasoo, the luxury arm of Amorepacific, underwent a significant rebranding in 2024 to appeal to a younger, global luxury consumer. By appointing Rosé from Blackpink as a global ambassador and redesigning its packaging, the brand has strengthened its presence in Sephora and high-end department stores. Its expansion focuses on the “First Care Activating Serum,” emphasizing long-term skin health and heritage.
9. Round Lab
Round Lab has successfully transitioned from a niche favorite to a mass-market contender. In 2025, the brand secured distribution in major “big-box” and discount retailers like Costco and TJ Maxx. Following its acquisition by Goodai Global in December 2025, the brand is poised for even deeper penetration into the US market, leveraging the immense popularity of its Birch Juice Moisturizing Sunscreen.
10. Silicon2 (StyleKorean)
While not a consumer brand itself, Silicon2 is the invisible engine behind the K-beauty expansion. As a major distributor and the operator of the StyleKorean platform, Silicon2 provides “K-Beauty as a Service” (K-BaaS). It has been instrumental in the US success of brands like Anua and Beauty of Joseon by managing their logistics, marketing, and retail partnerships, effectively acting as the bridge between Korean manufacturers and American retailers.
Comparative Analysis of Top Expansions
| Brand/Retailer | Primary US Partner | Key Product | Expansion Strategy |
| Olive Young | Direct (Physical Stores) | Multi-brand Curation | Discovery-based retail; 2026 debut. |
| Beauty of Joseon | Sephora / Ulta | Relief Sun Sunscreen | Viral “Hanbang” ingredients; affordable. |
| COSRX | Amazon / Ulta | Snail Mucin Essence | Simple, effective; Amazon-first growth. |
| TirTir | Ulta (Prestige) | Mask Fit Red Cushion | Inclusivity; 30+ foundation shades. |
| Anua | Ulta (1,400+ stores) | Heartleaf 77% Toner | Rapid retail rollout; clean beauty. |
| Laneige | Sephora | Lip Sleeping Mask | Celebrity-led; lip care dominance. |
| Medicube | Ulta (Exclusive) | Age-R Booster Pro | Beauty tech; professional at-home care. |
| Sulwhasoo | Sephora / Dept. Stores | First Care Serum | Luxury rebranding; K-pop ambassadors. |
| Round Lab | Costco / TJ Maxx | Birch Juice Sunscreen | Mass-market entry; clean ingredients. |
| Silicon2 | B2B / StyleKorean | Distribution Services | Logistics and marketing infrastructure. |
Future Outlook
The “turf war” between Sephora and Ulta for K-beauty exclusivity is expected to intensify as Olive Young prepares its physical entry. We anticipate a shift in focus from skincare toward color cosmetics and hair care, where Korean innovation in textures and formulations remains ahead of Western counterparts.
Furthermore, the acquisition of independent brands by larger conglomerates (like Amorepacific and Goodai Global) suggests a period of consolidation as the market matures.
