K-BEAUTY IN THE US · STEP 3 · Mass & club

How Beauty of Joseon climbed America

Beauty of Joseon's US story starts in 2022; today it stands on the “Mass & club” step.

The US timeline

2022-11Landing#1 sunscreen, Amazon Black Fridaysource
2024-11MomentFirst US pop-up in Los Angelessource
2025-02Mass & clubTarget K-beauty zone (~1,600 stores)source
2025-07SpecialtyLaunches in ~600 Sephora storessource

Each date is the earliest we could confirm in public sources. Retail dates include points when the brand was confirmed to be already on sale.

Hiring in the US

4 public US postings

Brand marketingHansung Beauty Group (Goodai Global)
Retail sales (Ulta, Sephora, Target…)Hansung Beauty Group (Goodai Global)
E-commerce (Amazon, TikTok Shop)Hansung Beauty Group (Goodai Global)
Key account salesHansung Beauty Group (Goodai Global)

Public postings checked 2026-10-12; some may have closed.

Reading

It already sells nationwide in mass or club stores without a confirmed US entity. Whether to build a US team is the next fork.

SAME STEP IN THE US

Brands on the same step in America

COSRX2024 SKIN10042025 BIODANCE2024 Torriden2025 ROUND LAB2025 d'Alba2025 VT2024 CLIO2018 MEDIHEAL2019

For HR teamsHire K-beauty talent in KoreaTalk to our search team →For strategy & business developmentTurn K-beauty's moves into strategyTalk to Banseog →

Sources are linked on each item. Back to America's stairs