K-Beauty and K-Fashion Move Offline to Win Global Shoppers
Creatrip Team
4 months ago
K-beauty and K-fashion brands that grew online are expanding into offline retail in major global markets to meet “experience-driven” consumer demand. Rael (a leading organic sanitary pad brand) has entered about 20,000 Walmart, Walgreens and Ulta Beauty stores and created in-store “wellness zones” combining period care, skincare, and supplements. TIRTIR secured the largest dedicated K-makeup space to date at 400 Ulta Beauty stores in the U.S., offering localized shade ranges and product placements for in-person trials, and has begun Ulta expansions in Mexico. APR (a top beauty-market firm) reports over 20% of sales from offline channels in Japan as it builds an omnichannel model and pursues Ulta distribution in the U.S. Online-born fashion players are also opening physical locations: Musinsa’s Matin Kim pop-up in Tokyo’s Shibuya drew strong early sales and foot traffic, and LF’s Dunst expanded into premium U.S. department-store concessions, helping North American wholesale sales jump about 70% in July–August. Industry sources say these brands are partnering with local retailers and creating experiential spaces to convert online fandom into lasting trust and global competitiveness.
