Recently, Amazon.com Inc., the US e-commerce giant, is set to amplify the global reach of South Korean cosmetics through a comprehensive support initiative aimed at connecting these producers with millions of international customers. This effort comes at a time when K-beauty products are witnessing surging global popularity.
Amazon Global Selling Korea, the branch of Amazon dedicated to assisting individual sellers in expanding into international markets, has unveiled a special project called Project K-Beauty Go Big. This initiative is designed specifically for Korean cosmetics manufacturers, providing them with extensive support in collaboration with various state agencies and associations. The support encompasses all stages of product development, including planning, manufacturing, packaging, branding, and global marketing.
Hannah Shin, the head of Amazon Global Selling Korea, highlighted the growing influence of K-beauty in the global market during a recent press conference. “K-Beauty is making great strides in the global market with their outstanding quality, customer-centered product lineups, and the expansion of their brand experience,” she remarked. Shin emphasized that Amazon aims to leverage its extensive insights and expertise to help more Korean sellers successfully enter and thrive in overseas markets.
The decision to launch this initiative follows a significant increase in the global sales of Korean cosmetics on Amazon.com, which jumped 78% last year. Furthermore, in the first five months of 2024, these sales are projected to more than double compared to the same period in the previous year. The number of Korean cosmetics sellers earning over $100,000 annually has also more than doubled since 2022, demonstrating robust growth in both quantity and quality.
