Korean Beauty Products Take Center Stage as Target and Amazon Broaden Their Ranges
Major U.S. retailers are dramatically expanding their Korean beauty offerings as K-beauty products continue to dominate consumer demand. Target and Amazon announced significant expansions of their K-beauty assortments on January 2, 2026, moving beyond traditional skincare into color cosmetics, haircare, and body products.
According to industry distributors, K-beauty has evolved into a “multi-layered ecosystem” that now encompasses fashion, wellness, and lifestyle services. Amazon’s K-beauty category is growing three times faster than its average beauty segment, with Korean brands accounting for more than 20% of all beauty searches on the platform.
Target has expanded its K-beauty selection by over 80%, adding popular brands including Beauty of Joseon, Round Lab, Skin1004, Torriden, MEDIHEAL, and ma:nyo. The most recent addition, Haruharu Wonder, launched in Target stores on December 28, 2025. The brand, known for its fermented black rice formulations, generated approximately $360 million in revenue in 2025 and is targeting $600 million for 2026.
Amazon has launched a dedicated K-beauty storefront featuring over 1,200 Korean brands with more than 20,000 unique products. The platform debuted with 200 curated products, including over 60 exclusives. Industry experts attribute K-beauty’s success to its combination of innovation, high-quality formulations, and accessible pricing.
Source: KED Global