Walmart eyes K-beauty as cosmetics exports hit record highs
As the global popularity of K-beauty continues to grow, Walmart has increased its efforts to collaborate with Korean beauty brands. A delegation of senior Walmart executives recently visited South Korea to attend business networking and product sourcing events, supported by the Korea Trade-Investment Promotion Agency (KOTRA). The visit highlights Walmart’s strong interest in Korean cosmetics as a key growth area.
Korea’s cosmetics exports have been rising steadily, reaching $11.4 billion last year. Since 2024, Korean beauty products have become the top cosmetics import in the United States, surpassing French brands. The U.S. is now Korea’s largest export market for cosmetics, reflecting how K-beauty has become part of everyday consumer life.
During the visit, Walmart held one-on-one meetings with dozens of Korean companies and plans to first test selected products through its online platform. Successful items may later be sold in physical stores across the U.S. KOTRA and Walmart also agreed to work toward a long-term partnership to help Korean brands expand globally while strengthening Walmart’s beauty business
Source: https://www.koreatimes.co.kr/business/companies/20260122/walmart-eyes-k-beauty-as-cosmetics-exports-hit-record-highs |
