"Right in the U.S. Shopping Cart"... K-Beauty Takes Center Stage at Target Beauty Studio
Targeting the Middle Class, Creating a Dedicated Beauty Space for Customers
K-Beauty Brands Rank Second Only to the U.S. in Number… Expanding into Brick-and-Mortar Retail
[Edaily Reporter KYUNG GYEYOUNG ] U.S. retail giant Target has unveiled its own dedicated beauty space, the “Target Beauty Studio,” putting K-Beauty front and center. This move comes as Target features the second-largest number of K-Beauty brands, following only local U.S. brands. K-Beauty is increasingly penetrating everyday life, expanding beyond online platforms and specialty beauty stores to include brick-and-mortar grocery shopping spaces.
According to industry sources on the 30th, Target will launch the “Target Beauty Studio” at 611 stores across the U.S. and online starting on the 10th of next month (local time). The Target Beauty Studio is a dedicated premium and emerging beauty section that Target has developed independently following the end of its “shop-in-shop” partnership with Ulta Beauty.
“Target Beauty Studio,” set to debut at U.S. retail giant Target. (Photo: Target)
K-Beauty is undoubtedly the flagship category of the Beauty Studio. Among the 90 prestige, emerging, and global brands featured, 12 are K-Beauty brands—the second-largest group after U.S. brands. If we include “MixSix Skin”—a brand founded in the U.S. but created by a South Korean ODM (Original Design Manufacturer) company and rooted in K-Beauty—the total rises to 13.
It is believed that Target, which has adopted “discovering new brands” as its core strategy, curated these brands after recognizing the competitiveness and growth potential of K-Beauty. Park Hyun-jin, a research analyst at Shinhan Investment Securities, stated, “This is an industry signal that major U.S. retail channels recognize K-Indie Beauty as an independent growth sector,” adding, “While the U.S. cosmetics distribution structure is split 3:7 between online and offline channels, as K-Beauty’s growth axis expands into offline channels, earnings expectations for cosmetics companies in the second half of the year could be raised.”
The standing of K-Beauty in the U.S. is already evident from import figures. According to the U.S. International Trade Commission (USITC), K-Beauty’s share of U.S. cosmetics imports ($960 million) accounts for about a quarter of the total, surpassing France to take the top spot.
Target highlighted Amuse, Kaza, and Rom&nd as leading K-Beauty color cosmetics brands, and Dr. Melaxin, Purito Seoul, and Ingredient Editor as skincare brands. It also introduced Equalberry as an emerging brand.
Amuse products set to be sold at Target Beauty Studio in the U.S. (Photo courtesy of SHINSEGAE INTERNATIONAL) Kaza products set to launch at Target Beauty Studio in the U.S. (Photo courtesy of Mimibox)
SHINSEGAE INTERNATIONAL(031430)Amuse, operated by DIO Corporation, finalized its entry into Target Beauty Studio following two years of discussions and reviews, including a visit to South Korea by Target executives last year. Along with its upcoming launch next month at 85 Nordstrom premium department stores, the brand has expanded its consumer reach through local offline channels in the U.S. Amuse’s strategy is to establish itself as an “affordable premium brand” by featuring 68 products—including “Du Tint” and “Banana Lip Oil”—based on the number of stock-keeping units (SKUs).
MimiBox’s “Kaza,” co-developed with Sephora, will launch 40 SKUs and plans to expand its brand recognition—currently centered on hero products—to encompass the entire eye, lip, and face categories. Equalberry intends to attract in-store customers with serums, creams, and toners, including its “Vitamin Illuminating Serum,” which ranked No. 1 on Amazon US in the serum category. #AROMATICA CO., Mixsoon, VT Cosmetics, and Milk Touch will also showcase their products at Target Beauty Studios.
For these K-Beauty brands, securing a presence in Target Beauty Studios is also highly significant. Target is a distribution channel that offers a broad customer base, primarily consisting of the middle class, allowing brands to expand their reach to their core consumer demographic. It also has the advantage of making it easier to reach general consumers, as they can purchase cosmetics while doing their everyday grocery shopping.
An official from Amuse, a subsidiary of SHINSEGAE INTERNATIONAL, expressed optimism, stating, “Through Target, we expect to rapidly expand brand awareness and product accessibility among mass consumers who align with Amuse’s primary price range and brand positioning.” A representative from MimiBox Kaza also noted, “Not only will this increase accessibility within everyday shopping environments, but it could also serve as a key indicator for expanding major retail partnerships in global markets, including the U.S., in the future.”
Equalsberry’s serum lineup. (Photo courtesy of Boosters)
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