Aekyung Industry, a South Korean consumer-products manufacturer known at home for cosmetics and daily household brands, is expanding its U.S. footprint by entering the country’s mass-market body-care aisle through Walmart.
The company has secured placement for its LUVSCENT and SHOWER MATE lines in roughly 600 Walmart stores across 48 states, along with distribution on the retailer’s e-commerce platform. The rollout gives Aekyung immediate exposure in one of the most competitive segments of U.S. personal care.
Unlike skincare and color cosmetics—where K-beauty brands have gained visibility through specialty retailers and online channels—the U.S. body-care category is defined by scale, pricing discipline and repeat purchasing patterns. Shelf space at national chains depends on sales performance, not novelty.
Aekyung’s LUVSCENT scrub body washes emphasize fragrance and exfoliation, incorporating French-sourced scent ingredients and mild scrubbing components. SHOWER MATE’s goat milk body wash focuses on moisturization and soothing benefits, aligning with demand for hydration-oriented products in the U.S. market.
The company said it will assess consumer response before expanding to additional stores. The move signals an attempt to translate K-beauty’s brand equity into a staple category that sits at the core of American mass retail.
