Amazon Global Selling Korea Targets $1M Sales for 50 K-Beauty Brands

Four Projects for Global K-Beauty Growth

Amazon Global Selling Korea launched four key initiatives at Amazon Beauty in Seoul 2026 this Tuesday, designed to strengthen Korean beauty's position in global markets. Hannah Shin, the unit’s chief executive, stated these projects will secure market leadership and bolster the industry's sustainability in 2027.

The plan focuses on expanding K-beauty’s footprint within the United States and easing its entry into European markets. These initiatives represent a strategic move to support Korean brands at various stages of growth, from new market entrants to established leaders.

Targeting New Sellers and European Access

The four-pillar plan includes Project Million, which aims to guide 50 new K-beauty sellers to achieve $1 million in US sales each during 2027. Project Titan will partner Amazon with seven leading brands to develop an end-to-end operational model that other Korean sellers can later adopt.

Project Silk Road focuses on extending K-beauty's success from skincare into haircare and wellness, with a goal of onboarding 50 new sellers and introducing 200 new products in 2027. Finally, Project Autobahn seeks to simplify market entry into Europe, addressing existing tax and certification hurdles that have historically slowed Korean brands.

Strong US Performance and Future Potential

Korean beauty products currently hold a significant presence on Amazon's US store, accounting for approximately 44 percent of all Korean beauty items sold. The category's growth rate on the platform is more than three times that of the overall beauty segment, according to Amazon.

This year's Prime Day saw APR's Medicube become the top search term across Amazon’s US store, with newcomers Eqqualberry and Celimax also breaking into the beauty top 20. Amazon data indicates that about a third of its US beauty customers browse Korean products, but only a fifth proceed to purchase, suggesting substantial untapped growth. Haircare is identified as a key opportunity, as Korean beauty currently represents just 1 percent of that segment.

Implications for K-Beauty Brands and Manufacturers

These Amazon initiatives offer clear pathways for Korean beauty brands to scale internationally, particularly in the US and European markets. New brands can leverage Project Million to target significant sales milestones with Amazon’s guidance, while established players can benefit from the operational insights developed under Project Titan.

The strategic expansion into haircare and wellness via Project Silk Road signals new product development and market expansion avenues for Korean manufacturers and brands. For companies considering Europe, Project Autobahn aims to streamline complex regulatory and tax requirements, potentially reducing market entry barriers and accelerating compliance for K-beauty exporters.

Kolmar Korea Vice Chairman Yoon Sang-hyun underscored the importance of continuous new brand creation and investment in AI technology for sustained K-beauty growth.