HansungUSA Completes Entry into Ulta Beauty: Extending the Reach of TIRTIR, Fwee, and VT Cosmetic in North America
Global K-Beauty distributor HansungUSA has officially launched TIRTIR, Fwee, and VT Cosmetic in Ulta Beauty, the largest beauty-centric retail chain in the U.S. Through their established presence in the North American market, new potential and competitiveness of K-Beauty can be recognized.
K-Beauty's Expansion Strategy in the U.S. Market
By entering stores across the U.S. with popular brands like TIRTIR, Fwee, and VT Cosmetic, HansungUSA is expanding market access from online to offline. Ulta Beauty operates approximately 1,400 stores, offering a diverse range of products, and simply having a presence there stands as proof of a brand's credibility and untapped market potential.
TIRTIR has entered Ulta Beauty's prestige makeup section and began sales in earnest on August 3rd. Showcasing a wide range of 140 shades, including the signature 'Mask Fit Red Cushion', it offers a 'Shade Matching' service allowing consumers to test colors matching their skin tone.
Product Lineup Aimed at Multicultural Markets
Unlike traditional Korean makeup brands targeting paler skin tones, TIRTIR is releasing products with various races and skin tones in mind, securing differentiated competitiveness in the North American market. This diverse cultural color lineup provides a stepping stone for K-Beauty’s favorable position in the global marketplace.
Fwee also propels new trends with its innovative texture and shade of 'Pudding Pot' lip and cheek products, expanding its presence in the U.S. offline market with cooperation from HansungUSA. Located in Ulta’s Prestige makeup section among global brands, Fwee’s products are building consumer awareness.
"The expansion of K-Beauty brands into large offline channels across the U.S. marks significant progress in the evolution of distribution channels."
VT Cosmetic's Market Strategy
VT Cosmetic is aggressively expanding its North American offline distribution channel, placing a total of nine key products, including the Riddle Shot Line (7 types) and PDRN Line (2 types), in Ulta Beauty’s skincare section. As a widely popular line with recurring shortages both domestically and overseas, Riddle Shot offers more skincare choices with this launch. VT Cosmetic’s strategy focuses not just on market entry, but on expanding their standing within Ulta Beauty to accelerate global activity.
In Closing
The entry of cosmetic brands into Ulta Beauty as a gateway to the North American market reinforces the growth potential and global stature of K-Beauty. Aimed strategies at multicultural markets, and the transition from online to offline, will pave the way for sustainable growth. Through such market expansion, K-Beauty will solidify its strong presence on the global stage.
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