Landing International to bring K-beauty to Walmart BeautySpace

K-beauty distributor Landing International announced on the 20th that it has partnered with Walmart to bring K-beauty brands to BeautySpace, Walmart’s beauty specialty shop, for the first time.

Starting in January next year, Landing International will offer K-beauty products at BeautySpace, a shop-in-shop beauty concept located in 265 Walmart stores across the United States. Local consumers will be able to try and purchase products tailored to a range of skin concerns.

The brands joining the shop are SOME BY MI, NEOGEN and mixsoon. They plan to offer skincare products such as toners and serums made with naturally derived ingredients and safe formulations. In May next year, Landing International will add new brands to showcase a wider range of high-quality K-beauty products.

Recently, many Korean brands have entered global e-commerce platforms and gained popularity among U.S. consumers, helping Korean cosmetics exports reach a record high this year. Recognizing that brick-and-mortar stores account for about 85% of beauty market sales in the United States and are essential to brand growth, Landing International has expanded its partnerships beyond major retail channels such as Ulta, Target and JCPenney to include Walmart.

“For K-beauty brands that have quickly built awareness online to continue growing in the U.S. market, pursuing offline channels is essential,” said Saera Jung, CEO of Landing International. “We will continue to strengthen our partnerships so brands can effectively expand their reach among U.S. consumers.”