[Edaily Reporter KIM EUNG-TAE ] Fueled by the K-Beauty boom, startups and small and medium-sized enterprises (SMEs) that specialize in providing logistics and distribution support to cosmetics companies are gaining prominence. This is because, as cosmetics exports continue to soar, demand is growing for supply chain management (SCM) infrastructure that specifically supports indie brands in their overseas expansion and market penetration. Synergies are beginning to take shape as logistics and distribution startups go beyond supply chain management to take on marketing and sales roles that help lower barriers to global market entry.

According to industry sources on the 13th, global SCM startup Colosseum Corporation is helping indie brands expand globally by utilizing AI-based logistics solutions. Colosseum Corporation goes a step beyond simply storing and shipping goods; it serves as a platform that connects the entire process—including marketing, distribution, and logistics—for brands entering overseas markets. Recently, the company has supported product sales on global e-commerce platforms while also conducting live commerce events with local influencers to create opportunities for expanding sales channels.
Colosseum Corporation’s strategy is to pursue a pop-up store collaboration with a K-Beauty brand in Japan in the first half of next year and, once this is established, expand the collaboration model to the U.S. and Southeast Asia. A Colosseum representative stated, “Colosseum is a supply chain partner that integrates into the entire process of a brand’s overseas expansion, designing market testing, manufacturing, distribution, and logistics as a single, seamless flow,” adding, “Based on our proprietary technology and global network capabilities—which allow us to precisely control the flow of products, data, and resources—we will introduce a new form of collaboration and ecosystem that integrates content, commerce, and logistics.”
SILICON 2 Co.,Ltd.(257720), a cosmetics distribution platform company, identifies domestic beauty brands, purchases their products, and connects them with consumers in various countries through its own online platform and global buyer network. It has currently secured a network of over 7,500 global buyers across 175 countries.
Since the beginning of this year, SILICON 2 Co.,Ltd. has been directly operating “Moida,” a K-Beauty concept store, to support the overseas expansion of major domestic cosmetics brands. Following the opening of a store in Paris, France, last July, the company secured an offline distribution network in Portugal in August. The company plans to open more than 100 stores across the globe—including in Germany, Spain, and the Netherlands—by 2027.
Landing International, a cosmetics distribution platform company, is also strengthening its ties with major U.S. retailers by supporting the localization of domestic beauty brands and connecting them with buyers. In July, it participated as a vendor for K-Beauty brands entering Olive Young’s U.S. online and offline channels, handling brand sourcing, local market suitability assessments, and distribution. It has also maintained a partnership with Ulta Beauty, a major U.S. beauty retailer, for over 10 years, supporting K-Beauty brands’ entry into the local retail market.
Logistics and distribution companies are expanding their scope beyond simple exports to include localization and marketing because, in the long term, sustained demand for logistics and distribution infrastructure depends on K-Beauty brands successfully establishing themselves in overseas markets. Furthermore, as the number of countries where K-Beauty brands enter increases, so do the burdens of regulatory compliance and supply chain management; the need for specialized support in overseas expansion is cited as one of the reasons for the market’s growth. An official in the beauty industry stated, “Since the required distribution channels, logistics structures, and consumer characteristics differ in every overseas market, it is not easy for brands to handle all these functions on their own,” adding, “In the future, we will see an increase in the practice of partnering with specialized companies in each field to quickly validate markets and expand local operations.”