[Edaily Reporter KYUNG GYEYOUNG ] HANKOOKCOSMETICS is accelerating the expansion of its distribution networks both online and offline worldwide.

On the 18th, “Joseon Beauty,” a traditional Korean medicine-based beauty brand operated by Gudai Global, announced that it will be available in all 800 locations of Coles, Australia’s leading supermarket chain. A representative from Gudai Global stated, “Australia is a market with a strong interest in skincare and is a key strategic market where local demand for K-Beauty is growing rapidly,” adding, “This expansion into all Coles stores goes beyond a simple channel expansion; it will be a turning point where K-Beauty naturally becomes part of Australians’ daily shopping routines.”

According to Joseon Beauty, this marks the first time a K-Beauty brand has officially entered a major Australian retail channel. Joseon Beauty explained that this move is significant because it signifies K-Beauty—which has grown primarily through online platforms and specialty beauty stores—expanding its reach into large brick-and-mortar stores.

The products launching at Coles include Cho Sun Beauty’s bestsellers such as the “Glow Propolis Serum,” “Ginseng Cleansing Oil,” “Ginseng Essence Water,” and “Green Plum Cleanser.”

In addition, Mamonde, a beauty brand operated by AMOREPACIFIC CORPORATION(090430), will make its exclusive debut this month on Nykaa, India’s largest beauty and lifestyle platform. Following Estra, Ilyoon, Mise-en-Scène, and Ryo, Mamonde has also kicked off its expansion into the Indian market.

Tailored to the specific needs of the Indian market—where concerns primarily revolve around dehydration, excess sebum, and pore care—Mamonde will exclusively launch 10 products on Nykaa, focusing on its “Rose HA” and “Peony BHA” lines. The company plans to first build brand awareness online before expanding into brick-and-mortar stores.

A Mamonde spokesperson stated, “India is one of the major global markets with high growth potential,” adding, “We will introduce products tailored to local consumers’ skin concerns and climate at reasonable prices so that more consumers can experience K-Beauty.”