K-beauty brands are widening export fronts that had been concentrated in the United States and Japan to Oceania and India. Having grown on online platforms and beauty specialty shops, K-beauty is moving into official shelves of major local distribution networks.
On the 18th, Goodai Global said its herbal beauty brand Beauty of Joseon will enter 800 stores nationwide of Australia's leading retail chain Coles. This is the first time a Korean cosmetics brand has officially entered a major distribution channel in Australia. Coles is a large daily-goods retail chain with a nationwide store network in Australia, a channel equivalent to Korea's E-MART. The listed items are global bestsellers including Glow Propolis Serum, Ginseng Cleansing Oil, Ginseng Essence Water, and Green Plum Cleanser.
A Goodai Global official said, "Australia is a key strategic market with high interest in skincare and rapidly growing demand for K-beauty," adding, "Beyond simply expanding channels, this will be a turning point for K-beauty to be woven into Australians' everyday grocery shopping routes."
On the same day, Amorepacific said the brand Mamonde has entered India's largest beauty and lifestyle platform Nykaa on an exclusive basis. Centered on the "Rose HA" and "Peony BHA" lines, Mamonde will sell a total of 10 products exclusively on Nykaa. Nykaa is a key local beauty distribution channel where both global brands and major Indian local brands are present.
Mamonde is using price as a weapon. In India's K-beauty market, which has been formed around premium brands, the strategy is to target Gen Z and millennials with high-performance skincare at reasonable prices. Local conditions were reflected in the product lineup. After analyzing strong ultraviolet rays and high temperatures, as well as seasonal humidity changes, the brand identified lack of moisture, excess sebum, and pores as key concerns, and launched the Rose HA line with Damask rose extract and five types of hyaluronic acid of different molecular sizes, and the Peony BHA line with peony extract and BHA.
Industry officials say K-beauty has grown explosively through online platforms such as Amazon and TikTok Shop, but to broaden points of actual purchase, advancing into major local distribution networks is inevitable.