[E-Daily Reporter KIM JUNG YOU ] SHINSEGAE INTERNATIONAL(031430)is accelerating its push into the North American market through its cosmetics (beauty) and skincare brand "Yeonjak."

Yeonjak announced on the 14th that it will participate in North America’s largest business-to-business (B2B) beauty trade show this month, open a pop-up store, and launch on Costco’s online store.

First, it will participate in “Cosmoprof North America,” which opens on the 15th in Las Vegas, USA. Cosmoprof is a beauty trade show attracting over 1,000 brands from around the world and approximately 26,000 visitors from 113 countries. At the event, Yeonjak plans to secure local distribution partners and raise brand awareness.

Following that, the brand will operate pop-up stores for three months in major cities across the U.S. West Coast. It will expand its reach to local consumers at locations such as “Americana at Brand,” a mixed-use shopping complex in Glendale, Los Angeles, and “Santana Row” in Silicon Valley. Later this month, it will also officially launch on Costco’s U.S. online store.

Recently in the U.S., multifunctional K-Beauty base products that combine the benefits of skincare and makeup have been gaining popularity. These products not only provide hydration and skincare but also enhance makeup adhesion and longevity.

Since last year, Yeonjak has been expanding sales of its flagship product, the “Skin Perfecting Protective Base Prep,” primarily through Amazon in the U.S., while strengthening its marketing efforts. The company is positioning itself to capture market share by emphasizing “Prep,” which optimizes skin condition before applying makeup.

Yeonjak plans to expand its overseas business—which had previously been centered on China—to Japan, the U.S., Southeast Asia, and Europe this year. A company official stated, “Having proven our product quality and brand competitiveness in China and Japan, we believe there is ample growth potential in the North American market as well,” adding, “We plan to expand our overseas business—which was previously focused on China—to Japan, the U.S., Southeast Asia, and Europe, while simultaneously strengthening country-specific marketing strategies to boost brand awareness and market share.”