K-Brands Go Offline: K-Beauty and K-Fashion Expand into Global Retail
Creatrip Team
4 months ago
Online-born K-beauty and K-fashion brands are expanding into offline retail across the US, Japan and Europe to convert digital awareness into in-person experiences. Rael (a sanitary pad and wellness brand) has entered major US chains like Walmart and Walgreens and created in-store “wellness zones” with pads, skincare and supplements. TIRTIR secured large dedicated shelves in 400 Ulta Beauty stores, offering 40 shades and localized makeup lines to meet US demand and expanding into Mexico. APR (a leading beauty firm) is growing via an omnichannel mix, with over 20% offline sales in Japan. Fashion platforms are following: Musinsa’s Matin Kim pop-up in Tokyo’s Shibuya drew big crowds, and LF’s Dunst placed products in premium New York stores, lifting North American sales. Industry players say partnering with local retailers and creating experiential spaces builds trust and long-term global competitiveness.
