More than stores: Building a K-beauty ecosystem in the U.S.

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More than stores: Building a K-beauty ecosystem in the U.S.

2026.06.17

8min

How we are responding to shifting consumer behavior in the world’s largest beauty market

The United States is not only the world's largest beauty market. It has also become one of the most important growth engines for K-beauty globally.

At the Global K-Beauty Conference 2026, hosted by Maeil Business Media and Maeil Economy in Seoul one June 16, Jinhee Lee, Head of Platform Business at OLIVE YOUNG, shared our perspective on the evolving U.S. beauty landscape and the opportunities it presents for K-beauty brands.

Held under the theme "The Foundations of Sustainable K-Beauty Growth: From Ingredients to Distribution, A Look at the Entire Ecosystem," the conference brought together leading industry players to discuss the future of the global K-beauty industry and the ecosystem supporting its continued growth.

Here's a closer look at the key themes and insights shared during our session, from shifting consumer trends in the U.S. beauty market to our vision for building a global K-beauty ecosystem.

Why the U.S. matters

As K-beauty continues to gain global momentum, the United States has emerged as one of the most important markets for future growth.

Through OLIVE YOUNG Global, we now serve customers in more than 150 countries, while our stores in Korea have become a must-visit destination for international travelers. In fact, eight out of ten foreign visitors to Korea shop with us, and sales generated by international customers surpassed KRW 1 trillion in 2025.

Among all overseas markets, the U.S. generates the highest sales on OLIVE YOUNG Global. It is also the world's largest beauty market, accounting for roughly 22% of global beauty sales.

"The U.S. is more than just a large market. It is where many of the world's beauty trends are shaped," Lee said. "As we continue our global expansion, it remains one of our most important strategic markets."

A changing consumer landscape

The opportunity we see in the U.S. is being driven by a meaningful shift in consumer behavior.

For years, the beauty industry was dominated by large, established brands. Today, consumers are increasingly prioritizing product performance, ingredients, and efficacy over brand recognition. This shift has created fertile ground for emerging and independent brands to thrive.

The numbers reflect this change. While major beauty brands in the U.S. have recorded average annual growth of 5.2%, indie brands have grown at 17.9%, becoming a key driver of market expansion.

Consumers are also more willing than ever to explore new brands and products. As purchasing decisions become increasingly centered on quality and results, we believe this creates a significant opportunity for innovative K-beauty brands with strong product competitiveness.

An opportunity in retail

While consumer preferences are evolving rapidly, much of the retail landscape has been slower to adapt.

Many major beauty retailers in the U.S. refresh their assortments annually, while trends in K-beauty and indie beauty can change within months. At the same time, K-beauty offerings within mainstream retail channels remain relatively limited.

This gap presents an opportunity.

"There is growing demand for a retail platform that can respond more quickly to changing trends and consumer needs," Lee explained. "We believe our experience in discovering, curating, and scaling emerging beauty brands in Korea positions us well to address that need."

Our U.S. growth strategy

Our U.S. strategy is built on two pillars: connecting directly with consumers while helping K-beauty brands expand their global reach.

On the consumer side, we are building both digital and physical touchpoints. In May earlier this year, we launched a dedicated U.S. online store supported by local logistics infrastructure to provide a faster and more seamless shopping experience.

The platform is tailored to local consumer preferences, offering localized payment options, membership benefits, promotions, and a shopping experience designed specifically for the U.S. market.

Offline, we are creating spaces where consumers can discover, experience, and engage with K-beauty and wellness firsthand.

Creating a destination for discovery

Just as we have done in Korea, our U.S. stores are designed around discovery and experience.

Customers can explore and compare a wide range of K-beauty brands in one place, while enjoying curated recommendations through programs such as OY Picks. Interactive experiences, including Skin Scan and product testing zones, help consumers find products that best fit their individual needs.

"We wanted to create a space where consumers can experience the excitement of discovering new brands and beauty trends," Lee said.

Lowering barriers for K-beauty brands

Just as we have done in Korea, our U.S. stores are designed around discovery and experience.

"We wanted to create a space where consumers can experience the excitement of discovering new brands and beauty trends," Lee said.

Building the foundation for long-term growth

Logistics is a critical part of that vision.

To support our growing U.S. business, we have established a distribution center in Bloomington, California, strengthening our ability to serve customers across the country. The facility is designed to support the high-SKU, fast-moving nature of K-beauty while providing a reliable shopping experience for consumers.

As demand grows, we will continue evaluating opportunities to expand our logistics network.

More than stores: Building a K-beauty ecosystem in the U.S.

Our vision for the U.S. is not simply to open more stores.

We are building an ecosystem where consumers can discover new brands, where promising K-beauty companies can find pathways to global growth, and where online and offline experiences work seamlessly together.

Looking ahead, we plan to expand our retail footprint across key U.S. markets while continuing to strengthen personalized recommendations, content, and membership experiences online.

"Our expansion into the U.S. is not simply about opening more stores," Lee said. "Our goal is to build a globally connected beauty and lifestyle platform that brings together consumers, brands, and partners to unlock the full potential of K-beauty."

How we are responding to shifting consumer behavior in the world’s largest beauty market The United States is not only the world's largest beauty market. It has also become one of the most important growth engines for K-beauty globally. At the Global K-Beauty Conference 2026, hosted by Maeil Business Media and Maeil Economy in Seoul one June 16, Jinhee Lee, Head of Platform Business at OLIVE YOUNG, shared our perspective on the evolving U.S. beauty landscape and the opportunities it presents for K-beauty brands. Held under the theme "The Foundations of Sustainable K-Beauty Growth: From Ingredients to Distribution, A Look at the Entire Ecosystem," the conference brought together leading industry players to discuss the future of the global K-beauty industry and the ecosystem supporting its continued growth. Here's a closer look at the key themes and insights shared during our session, from shifting consumer trends in the U.S. beauty market to our vision for building a global K-beauty ecosystem. Why the U.S. matters As K-beauty continues to gain global momentum, the United States has emerged as one of the most important markets for future growth. Through OLIVE YOUNG Global, we now serve customers in more than 150 countries, while our stores in Korea have become a must-visit destination for international travelers. In fact, eight out of ten foreign visitors to Korea shop with us, and sales generated by international customers surpassed KRW 1 trillion in 2025. Among all overseas markets, the U.S. generates the highest sales on OLIVE YOUNG Global. It is also the world's largest beauty market, accounting for roughly 22% of global beauty sales. "The U.S. is more than just a large market. It is where many of the world's beauty trends are shaped," Lee said. "As we continue our global expansion, it remains one of our most important strategic markets." A changing consumer landscape The opportunity we see in the U.S. is being driven by a meaningful shift in consumer behavior. For years, the beauty industry was dominated by large, established brands. Today, consumers are increasingly prioritizing product performance, ingredients, and efficacy over brand recognition. This shift has created fertile ground for emerging and independent brands to thrive. The numbers reflect this change. While major beauty brands in the U.S. have recorded average annual growth of 5.2%, indie brands have grown at 17.9%, becoming a key driver of market expansion. Consumers are also more willing than ever to explore new brands and products. As purchasing decisions become increasingly centered on quality and results, we believe this creates a significant opportunity for innovative K-beauty brands with strong product competitiveness. An opportunity in retail While consumer preferences are evolving rapidly, much of the retail landscape has been slower to adapt. Many major beauty retailers in the U.S. refresh their assortments annually, while trends in K-beauty and indie beauty can change within months. At the same time, K-beauty offerings within mainstream retail channels remain relatively limited. This gap presents an opportunity. "There is growing demand for a retail platform that can respond more quickly to changing trends and consumer needs," Lee explained. "We believe our experience in discovering, curating, and scaling emerging beauty brands in Korea positions us well to address that need." Our U.S. growth strategy Our U.S. strategy is built on two pillars: connecting directly with consumers while helping K-beauty brands expand their global reach. On the consumer side, we are building both digital and physical touchpoints. In May earlier this year, we launched a dedicated U.S. online store supported by local logistics infrastructure to provide a faster and more seamless shopping experience. The platform is tailored to local consumer preferences, offering localized payment options, membership benefits, promotions, and a shopping experience designed specifically for the U.S. market. Offline, we are creating spaces where consumers can discover, experience, and engage with K-beauty and wellness firsthand. Creating a destination for discovery Just as we have done in Korea, our U.S. stores are designed around discovery and experience. Customers can explore and compare a wide range of K-beauty brands in one place, while enjoying curated recommendations through programs such as OY Picks. Interactive experiences, including Skin Scan and product testing zones, help consumers find products that best fit their individual needs. "We wanted to create a space where consumers can experience the excitement of discovering new brands and beauty trends," Lee said. Lowering barriers for K-beauty brands Just as we have done in Korea, our U.S. stores are designed around discovery and experience. Customers can explore and compare a wide range of K-beauty brands in one place, while enjoying curated recommendations through programs such as OY Picks. Interactive experiences, including Skin Scan and product testing zones, help consumers find products that best fit their individual needs. "We wanted to create a space where consumers can experience the excitement of discovering new brands and beauty trends," Lee said. Building the foundation for long-term growth Logistics is a critical part of that vision. To support our growing U.S. business, we have established a distribution center in Bloomington, California, strengthening our ability to serve customers across the country. The facility is designed to support the high-SKU, fast-moving nature of K-beauty while providing a reliable shopping experience for consumers. As demand grows, we will continue evaluating opportunities to expand our logistics network. More than stores: Building a K-beauty ecosystem in the U.S. Our vision for the U.S. is not simply to open more stores. We are building an ecosystem where consumers can discover new brands, where promising K-beauty companies can find pathways to global growth, and where online and offline experiences work seamlessly together. Looking ahead, we plan to expand our retail footprint across key U.S. markets while continuing to strengthen personalized recommendations, content, and membership experiences online. "Our expansion into the U.S. is not simply about opening more stores," Lee said. "Our goal is to build a globally connected beauty and lifestyle platform that brings together consumers, brands, and partners to unlock the full potential of K-beauty."