K-Beauty Brand Amuse Enters Nordstrom and Target in US
Creatrip Team
20 days ago
Amuse, a South Korean color cosmetics brand known for its ‘Jang Wonyoung tint,’ is accelerating its push into the U.S., the world’s largest beauty market, by opening in 85 Nordstrom department stores on June 6 and 611 Target stores on June 10. Previously focused on online sales, Amuse aims to boost brand awareness through permanent offline distribution and make the U.S. a key growth hub. The company is also expanding in Southeast Asia with flagship stores in Bangkok’s CentralWorld and Central Ladprao (CentralWorld and Central Ladprao are major shopping malls), and entered Russia via retailer Letual with talks underway for Gold Apple and Magnit stores. Amuse is pursuing entry into Hong Kong drugstores such as Mannings (a drugstore chain). The moves reflect a strategic shift from online-first to broad global offline retail expansion.
