Amazon Beauty launches dedicated K-Beauty storefront

By Alessandro Carrara | Published: 2-Oct-2025
Retail

It follows an increasing number of beauty businesses expanding their reach via the e-commerce giant , as well as K-beauty growing three times faster than Amazon’s average beauty category

Amazon Beauty has launched a dedicated K-Beauty storefront, offering customers an improved way to discover the best of Korean beauty. 

The storefront has debuted with 200 Korean products, with more than 60 being exclusive to Amazon’s beauty segment.

The decision to launch a dedicated storefront follows K-beauty seeing a surge in demand, growing three times faster than Amazon’s average beauty category. 

K-Beauty made up more than 20% of all customer beauty searches on Amazon in the US, according to the retail goliath.

Amazon added that Korean beauty brands have established a strong presence in key skin care categories, including make-up, cleansing oils, eye treatments and facial toners.

“There are currently more than 1,200 K-beauty brands with over 20,000 unique K-beauty products available in the Amazon US store,” Amazon said in a statement. 

“With the launch of its new K-Beauty storefront, Amazon Beauty is making it even more immersive and seamless for customers to shop the Korean beauty trends and products they love.”

K-beauty products, including Cosrx’s PEPTIDE 132 Hair Care Set, Laneige’s Perfect Renew Oil Cleanser and Dr.Althea’s Aqua Blue Hydration Mask, are now  will be available via the ecommerce giant at amazon.com/kbeauty.

The K-beauty launch  follows an increasing number of beauty businesses expanding their reach and launching storefronts via Amazon in 2025. 

Charlotte Tilbury is the most recent brand to launch a storefront on Amazon Premium Beauty in the US to “supercharge” its reach in the region. 

This follows The Ordinary partnering with the e-commerce player in July to accelerate its digital retail footprint in the UK, following the success of its launch on Amazon Premium Beauty in the US earlier this year.

Estée Lauder Companies’ (ELC) namesake brand Estée Lauder also made its own debut on Amazon in October 2024, bringing its skin care, make-up and fragrances to US shoppers.

The businesses join the likes of Prai, Mugler, Clinique and L’Occitane, which all have a dedicated ‘premium’ page showcasing their collections.

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