Shoppers browse K-beauty products on the opening day of CJ Olive Young's Pasadena, California store on May 29. [CJ Olive Young]
Shoppers browse K-beauty products on the opening day of CJ Olive Young's Pasadena, California store on May 29. [CJ Olive Young]

South Korean cosmetics companies are extending their global reach beyond China and North America, now setting their sights on Europe.

Major domestic beauty firms including Amorepacific, LG Household and APR all posted growth in North America in the second quarter, according to industry data released Wednesday. LG Household notably recorded North America sales that surpassed its China sales for the first time since it spun off as an independent entity.

APR led the pack in North America, with second-quarter sales there jumping 264.6 percent year-on-year to 376.3 billion won ($266 million). Amorepacific's Americas sales rose 56.5 percent to 210.4 billion won, while LG Household's North America sales grew 47.3 percent to 205.8 billion won.

Amorepacific's Americas growth was driven by Aestura, COSRX and Innisfree. Aestura saw a sharp sales increase as its Atobarrier365 Cream performed strongly on Amazon and at Sephora.

LG Household is expanding its offline retail presence in North America, centering its push on premium scalp-care brand Dr. Groot. APR grew its North America business by broadening its footprint at major retailers including Target and Walmart alongside rising online sales, and plans to enter Costco in the second half of the year.

K-beauty's influence is now spreading into Europe as well. APR's second-quarter European sales surged 380.3 percent year-on-year to 145.1 billion won. As the European business has grown in scale, the company began breaking out European earnings as a separate category starting this quarter.

APR expanded its online sales channels — including Amazon and TikTok Shop — across five key European markets: the United Kingdom, France, Germany, Italy and Spain. Amorepacific's EMEA (Europe, Middle East and Africa) sales climbed 63.3 percent to 72 billion won, driven by COSRX's growing momentum. A COSRX sunscreen product previously topped the beauty category on Amazon Germany.

Companies are also broadening their sales channels and marketing efforts in the region. Aestura deepened its partnership with Sephora and secured a listing with Nordic retailer KICKS. Laneige launched new products including the Waterbank Sunscreen and Juicy Pop Box Lip Tint, while Innisfree stepped up its local digital marketing.


siuu@heraldcorp.com