Western companies are partnering with South Korean brands, capitalizing on the growing momentum of K-beauty. Kolmar Korea has teamed up with Amazon to present a roadmap for the worldwide expansion of K-beauty. Meanwhile, South Korean skin care brand Mamonde has entered the European market through retailer Lyko.
Kolmar Korea has announced its participation as the exclusive manufacturing sponsor of Amazon Beauty in Seoul 2025. The companies have pledged to collaborate closely to “accelerate the globalization of K-beauty” and to provide brands with resources to succeed in international markets.
At Amazon Beauty in Seoul 2025, during the “Global Vision” session, the vice chairman of Kolmar Group, Sang-Hyun, said: “Korean consumers are among the most demanding in the world, and it is this intensely competitive domestic market experience that has become the foundation of K-Beauty’s global competitiveness. By securing blockbuster products based on a deep understanding of consumers and expanding product lineups, brands can achieve true global success.”
“Without evolution, companies cannot avoid being left behind. Relentless effort and constant innovation are essential to building a successful brand.”
Yoon delivers remarks at Amazon Beauty in Seoul. The global original development manufacturing (ODM) company says that differentiated competitiveness built on technological expertise is central to Korean beauty’s international success.
“[Amazon Beauty in Seoul 2025] reaffirmed the vital role and importance of ODM companies in driving the sustainable growth of K-Beauty. Moving forward, we will continue to actively support our clients’ global market expansion through our strategic partnership with Amazon, while contributing to strengthening the overall competitiveness of the K-Beauty industry,” says a Kolmar Korea spokesperson.
K-beauty’s global growth
Amorepacific’s Mamonde will launch in brick-and-mortar stores in Sweden, Norway, and Finland and online channels in Denmark, Germany, the Netherlands, Poland, and Austria.
Lyko is the largest beauty distributor in Northern Europe. It calls its partnership with Mamonde a major step in its K-beauty initiative. K-beauty is one of the fastest-growing categories at the Sweden-based retailer.
The company says the cosmetics style is attracting a new generation of beauty consumers who seek authenticity, innovative products with effective ingredients, and brands with a strong identity and storytelling.
Mamonde will launch 11 products, including the Flora Glow Rose Liquid Mask and Amazing Deep Mint Cleansing Balm. The brand’s products target Gen Z consumers with solutions to nourish, brighten, and protect the skin from external stressors.
Mamonde blends flower-based ingredients with active components. It also highlights sustainability and respect for nature.
Mamonde launches in Europe through Lyko retail stores.
“Mamonde represents the very best of K-beauty — innovation, authenticity, and inspiration. We are incredibly proud to introduce the brand to our customers and are confident that it will be a success,” says Maria Silver, category manager at Lyko.
Amorepacific is South Korea’s largest and leading beauty group. The company recently announced it will strengthen its business portfolio in an effort to rank among the global top three companies in the premium skin care sector. To accelerate growth, the South Korean beauty and health company is also increasing its share of overseas sales to 70%.
In another wave of K-beauty’s western expansion, e-commerce company Lunara Cosmetics recently launched US-based sourcing partnerships to eliminate import barriers for Korean skin care.
Additionally, the US Department of Agriculture granted K-beauty company Riman 20 years of protection for its proprietary Centella asiatica variety, Giant BYoungPool.
