K-beauty companies expand global footprint into US and Europe

South Korean cosmetics companies are significantly expanding their presence in North American and European markets. CJ Olive Young has launched the ‘Olive Young K-Beauty Edit’ in approximately 580 Sephora stores across the United States, featuring 19 brands including Rejuran and Manyo Factory. The company plans to extend this dedicated retail space to Sephora locations in Singapore, Malaysia, Thailand, and Hong Kong this year, with further expansion into Canada, Australia, the UK, and the Middle East planned by 2027.

Major players like Amorepacific and LG Household & Health Care are seeing substantial growth in North America. Amorepacific reported a 56.5% increase in Americas revenue, driven by brands such as Estra and COSRX. LG Household & Health Care saw a 47.3% rise in North American sales, with its North American revenue surpassing its Chinese revenue for the first time since its corporate split. APR also experienced rapid growth, with North American sales surging 264.6% year-on-year.

Expansion is also accelerating in Europe. APR reported a 380.3% increase in European sales during the second quarter, focusing on major markets including the UK, France, Germany, Italy, and Spain through platforms like Amazon and TikTok Shop. Amorepacific’s EMEA revenue grew by 63.3%, supported by the performance of COSRX. Additionally, several Korean brands have received international recognition for design, with Amorepacific and LG Household & Health Care winning awards at the Red Dot Design Awards 2026.