Oct 29, 2026
From EXPO to Amazon: The 2027 Plan for K-Beauty
After K-Beauty EXPO, we headed to Amazon Beauty in Seoul. Amazon’s answer to the question founders kept asking us: four new projects for 2027.
At K-Beauty EXPO, founders kept asking us the same thing: how do we actually break into the US and EU? Less than two weeks later, at Amazon Beauty in Seoul, Amazon gave its own answer.
Why Amazon Is Paying Attention
Amazon says it handles about 44% of Korean beauty sold in the US, and that the category grows three times faster than beauty overall. But only about a fifth of shoppers who browse K-beauty there end up buying it. (via The Korea Herald)
K-beauty bestsellers on display at Amazon’s showcase.
Four Bets for 2027
Project Million helps new sellers reach $1M in US sales. Project Titan builds a growth playbook with seven top brands. Project Silk Road expands K-beauty into haircare and wellness. Project Autobahn opens the road to Europe.
Ivan at Amazon Beauty in Seoul 2026.
What We’re Telling Brands
Programs like these lower the barrier, but they don’t replace execution. The brands that win in 2027 will be the ones with listings, ads and inventory ready before the doors open. If you’re wondering which of these paths fits your brand, let’s talk. 💎
