K-Beauty Shifts Away from China as LG and Amore Expand in North America and Beyond
Creatrip Team
22 days ago
Leading Korean beauty companies LG Household & Health Care and Amorepacific are reducing dependence on China and diversifying into North America, Europe, and Japan. LG Household reported Q2 consolidated sales growth and saw North American revenue (primarily driven by premium haircare brand Doctor Groot, luxury brand The History of Whoo (천기단), and beauty device Pra.L) surpass China for the first time after its corporate split. Amorepacific posted strong group results as well, with luxury brands Sulwhasoo and Hera holding domestic share while derma brands like Aestura and Illiyoon grew steadily; Aestura’s Atobarrier365 performed well on Amazon and Sephora in the US. Both firms are emphasizing premium, high-functionality products (derma and haircare), R&D and channel expansion—using platforms like Amazon, Sephora and TikTok Shop—to strengthen global positions. The industry sees this “de-China” pivot and market diversification as essential, with success hinging on localized brand strategies and robust local distribution networks.
