The “K” in “K-beauty” stands for “Korean.” But it should also stand for “kaboom” because Korean beauty product sales are exploding internationally, especially in the US market.
America is already the No. 1 foreign importer of South Korean cosmetics. And the K-beauty boom is just beginning. While K-beauty is expected to generate over 7% revenue growth in the US, it still comprises just 3% of US prestige beauty sales, meaning there is plenty of room to grow.
Sulwhasoo is one of many K-beauty brands trying to capitalize on the trend by competing for more US customers and shelf space. To do so, it’s playing both sides of the marketing funnel as it continues to grow its American consumer base.
For Sulwhasoo, “branding and performance go hand in hand” to create long-term success, said Jazmine Gonzalez, the company’s senior manager of performance marketing.
That rationale is becoming more common as brands realize they can’t chase performance at the expense of building their customer base. Especially not in a space as saturated as K-beauty.
