For U.S. retailers and investors, South Korea’s beauty industry is becoming less about its long-standing dependence on Chinese shoppers and more about its ability to build global brands through American retail channels. A surge in U.S. sales is giving Korean beauty companies a platform to expand into Europe, while their growing presence at major American retailers is creating a new investment story around K-beauty’s global diversification.
Amorepacific Corp., LG H&H Co. and APR Inc. all posted sharp increases in second-quarter sales in North America or the broader Americas, highlighting a shift in where Korean beauty companies are finding growth. Brands that have built recognition and distribution networks in the U.S. are now using that foothold to enter major European markets.
APR reported second-quarter North American sales of about $269 million, up 264.6% from a year earlier. Amorepacific’s sales in the Americas rose 56.5% to about $150 million, while LG H&H’s North American sales increased 47.3% to about $147 million.
The figures aren’t directly comparable because the companies use different geographic and reporting definitions. APR and LG H&H report North America, while Amorepacific reports the broader Americas region. Amorepacific’s figures are based on its operating company, while LG H&H and APR report consolidated results that include some businesses outside cosmetics.
At Amorepacific, growth in the Americas was led by Aestura, COSRX and Innisfree.
Aestura posted triple-digit sales growth as its Atobarrier365 Cream gained traction on Amazon and at Sephora. COSRX benefited from stronger sales of its RX line on Amazon and TikTok Shop, while Innisfree posted growth both online and in stores, led by its Green Tea line and sun-care products.
LG H&H’s North American business reached a milestone as sales in the region surpassed those in China for the first time since the company’s cosmetics business was separated into an independent company.
The company is expanding its U.S. retail presence, led by its premium scalp-care brand Dr. Groot. The brand entered Costco stores in North America in October and is expanding into Sephora stores across the U.S. this month.
LG H&H plans to continue investing in high-growth markets and key distribution channels while reshaping its global portfolio around high-performance products backed by scientific research.
APR has also benefited from a combination of online demand and broader distribution through major U.S. retailers. The company has expanded into Target and Walmart and plans to enter Costco in the second half of the year.
APR’s North American sales more than tripled to about $269 million in the second quarter from roughly $74 million a year earlier. Its ability to turn online demand into shelf space at major retailers has helped accelerate growth.
That shift is particularly significant for U.S. retailers. Korean beauty brands that first built demand through Amazon, TikTok Shop and other digital platforms are increasingly moving into physical stores, giving retailers access to brands with established online followings and giving Korean companies a path to reach mainstream American consumers.
Europe is emerging as the next major growth market for Korean beauty companies, although differences in geographic reporting make direct comparisons difficult.
APR’s second-quarter European sales surged 380.3% from a year earlier to about $104 million.
Amorepacific reported sales of about $51 million across Europe, the Middle East and Africa, up 63.3%. LG H&H doesn’t separately disclose its European sales.
APR’s figure covers Europe alone, while Amorepacific’s includes the Middle East and Africa. Still, the results point to strong momentum for Korean beauty brands across Western markets.
APR has expanded its online presence in the U.K., France, Germany, Italy and Spain, focusing on platforms such as Amazon and TikTok Shop.
North America and Europe accounted for 68% of APR’s total sales in the second quarter, up from 40% a year earlier. As its European business has grown, APR began reporting Europe as a separate geographic region starting this quarter.
The shift represents a broader change in the overseas strategy of South Korea’s beauty industry. After years of relying heavily on Chinese consumers and duty-free retail, Korean brands are increasingly building direct relationships with shoppers through U.S. and European retailers, e-commerce platforms and social-commerce channels.
For U.S. investors, the development offers a way to gauge whether K-beauty’s rapid digital growth can translate into durable international brands. The key test will be whether strong online demand can continue to translate into repeat purchases, broader retail distribution and sustainable sales growth as companies expand beyond their core Asian markets.
The U.S. is becoming more than a sales market for K-beauty companies. It is also serving as a proving ground for brand building, retail expansion and consumer trends that can be carried into other Western markets.
APR plans to use the growth platform it has established in North America to accelerate its European business and expand into the Middle East, Latin America and other overseas markets.
The strategy reflects a broader ambition among Korean beauty companies: reduce dependence on a handful of markets and build global brands with wider retail distribution and stronger recognition among consumers in the U.S. and Europe.
