I Dew Care launches nationwide at Walgreens through partnership

Memebox announced on the 30th that its flagship K-beauty skincare brand, I DEW CARE, is accelerating its push into the U.S. market through a strategic partnership with Walgreens, the country’s largest drugstore chain.

Since October, Memebox has been selling I DEW CARE’s key product lines at more than 1,600 Walgreens stores, significantly expanding access to K-beauty for U.S. consumers.

Founded in 1901, Walgreens is the largest drugstore chain in the United States, operating more than 9,000 stores and ranking among the retail sector’s major companies, with a market capitalization of over KRW 10 trillion. It serves customers with healthcare services, convenient locations, and drive-through pharmacies.

While strengthening its healthcare- and wellness-focused offerings, Walgreens is also expanding into areas such as beauty and skincare to meet diverse consumer needs. It is evolving beyond pharmacies into a broader retail platform. In particular, it has built a wide customer base across the United States by expanding its offerings for younger consumers who are attuned to global trends.

The partnership with I DEW CARE is part of this strategy. Walgreens aims to strengthen its position in the K-beauty market and further bolster its competitiveness in the retail market of the future.

Growth in the Global K-Beauty Market and Walgreens’ Strategic Response

As global demand for K-beauty continues to rise, I DEW CARE’s launch at Walgreens is part of a strategy to further strengthen the position of K-beauty brands in global markets.

According to Korea Customs Service data, South Korean skincare exports rose 21.7% year over year to $2.3 billion in the first quarter of 2024. With this growth also clearly evident in the U.S. market, Walgreens plans to use I DEW CARE to actively target Gen MZ and younger consumers.

Alongside its Walgreens launch, I DEW CARE is reaching consumers nationwide through major U.S. retail channels, including Ulta Beauty, JCPenney, Amazon, Nordstrom Rack, and Anthropologie.

Its partnership with Ulta Beauty, which drew attention recently following Warren Buffett’s investment and has continued since 2016, has further raised I DEW CARE’s profile and credibility in the market as a first-generation K-beauty brand.

Through the launch, I DEW CARE plans to expand its U.S. customer base with more than 40 popular products, including sheet masks, ice cream-shaped wash-off masks, and panda headbands, highlighting K-beauty’s distinctive appeal and high quality.

Strengthening the Brand’s Position in the U.S. Market

Ha Hyung-seok, CEO of Memebox, said, “Expanding I DEW CARE’s sales in the United States will be an important milestone in accelerating the global spread of K-beauty. Our partnership with Walgreens makes the brand more accessible to customers across the country. This launch will help introduce K-beauty’s distinctive value to consumers around the world.”

In addition to Walgreens stores nationwide and its official website, IDewCare.com, I DEW CARE is expanding its reach and growing its market share through a range of online and offline channels, including Amazon and Ulta Beauty. Its integrated online and offline strategy is laying the groundwork for reaching a broader range of consumers in the U.S. market and further strengthening the brand’s value.

I DEW CARE’s Business Expansion Strategy

Launched in 2016, I DEW CARE is Memebox’s flagship skincare brand. Guided by the motto “Seriously Fun Skincare,” it has grown rapidly in global markets on the strength of its distinctive products and trusted reputation. As demand for K-beauty expands in the United States, I DEW CARE is pursuing sustainable growth through partnerships with major retailers such as Walgreens and Ulta.

Memebox said the Walgreens launch represents more than simply selling products. It described the move as an important step toward establishing I DEW CARE as a leading global K-beauty brand and an opportunity to demonstrate the competitiveness of South Korea’s skincare industry in the U.S. market.