Amazon outlines four K-Beauty seller programmes at its Seoul beauty event
At Amazon Beauty in Seoul 2026 on 27 October, Amazon said about one in five of its beauty customers buys K-Beauty and set out four programmes for sellers.
Published
29 October 2026 — Amazon used its Amazon Beauty in Seoul 2026 event on 27 October to shift its K-Beauty message from finding new brands to growing them. Shin Hwa-sook, head of Amazon Global Selling Korea, said about one in five Amazon beauty customers buys K-Beauty, which leaves four in five who have not yet done so, according to Hankyung and Financial News.
Four named programmes
- Project Million: helping 50 new sellers pass USD 1 million in first-year U.S. Amazon sales
- Project Titan: a three-year plan with seven leading brands covering launch, marketing and logistics
- Project Silk Road: hair care and wellness, with a goal of 50 new sellers and 200 new products next year
- Project Autobahn: certification, tax and regulatory support for about 100 brands entering Europe next year
Hankyung also reported that Korean sellers' Amazon beauty sales nearly doubled in January to September, that about 44 per cent of K-Beauty products sold in the United States go through Amazon, and that K-Beauty's share of hair care is still around 1 per cent.
The manufacturing side
Kolmar Group vice chairman Yoon Sang-hyun told The Korea Times at the same event that a steady flow of new brands drives the industry, supported by contract manufacturers that can develop products from a good idea.
THE CAST shopping perspective
A platform's own figures describe its own customers, not the whole market. The useful signal for shoppers is that most international buyers are still at the start of their K-Beauty discovery, and that many Korean brands reach them through several routes at once. Whichever shop you use, record the exact product and confirm that the version offered in your country matches the one you researched.