[Edaily Reporter Kwon Oh Seok ] As the U.S. has emerged as the largest export market for K-Beauty, PAKERS CO., Ltd.(065690)announced on the 21st that it is accelerating its push into the $143 trillion U.S. beauty market, led by its key subsidiary. PAKERS CO., Ltd. announced the same day that its subsidiary, Alok, is opening a pop-up store in Los Angeles (LA) to expand its local offline customer reach.

Alock is currently selling its flagship product, “SkinMax,” through its official website as well as global online platforms such as Amazon, TikTok Shop, StyleKorean, YesStyle, and StyleBana. Alok plans to operate the LA pop-up store in partnership with the K-Beauty platform “Song of Skin” from the 8th to the 18th of next month, significantly expanding its distribution channels from an online-only model to include offline presence.
“Song of Skin,” one of Alok’s key partners, is a New York-based K-Beauty platform that carefully curates and showcases high-quality Korean beauty products. It employs a curation process where its dedicated team travels to Korea to test and rigorously select new products, and actively leverages social media content on platforms such as Instagram, TikTok, and YouTube, in addition to its online store and B2B (business-to-business) wholesale channels.
The U.S. market is currently considered the fiercest battleground for K-Beauty, and the local retail ecosystem is rapidly expanding from online to offline. In the first half of this year, K-Beauty exports to the U.S. surged 41.5% year-over-year to $1.45 billion (approximately 1.94 trillion won), surpassing China ($1.01 billion), which had previously held the top spot. Major U.S. retail chains such as Ulta Beauty, Target, Sephora, and Costco are also strategically expanding their K-Beauty categories.
Alok plans to mobilize all major online channels, including Amazon, and its local retail partner network to significantly expand sales in time for the Black Friday season—the biggest shopping event of the year in the U.S.—this coming November.
Park Heon-woo, CEO of Alok, said, “Through our October pop-up store in Los Angeles, we will provide more consumers with the opportunity to experience our products firsthand, and during the upcoming Black Friday season, we will leverage our proven distribution channels to drive tangible sales results.”