Beyond Walmart, K-beauty pushes into pharmacy chains in Georgia, Brazil and Europe
Seoul Economic Daily reported on 5 October that Beauty of Joseon is entering Georgia's PSP Pharma and that Dr. Max lists about 1,100 Korean items.
Published
2 November 2026 — Seoul Economic Daily reported on 5 October that Korean beauty is moving into pharmacy chains abroad, after earlier gains in mass retailers. Beauty of Joseon, owned by Goodai Global, was set to launch that month at PSP Pharma in Georgia with about 20 products, having previously entered about 600 stores of Brazil's Drogasil chain.
The European example
According to the paper, Dr. Max, which it described as Europe's largest pharmacy chain, runs a Korean cosmetics category with about 500 products in the Czech Republic, about 500 in Slovakia and about 100 in Italy. Brands named included COSRX, Anua, SKIN1004 and Dr. Jart+. Online pharmacies such as Sweden's Apotek Hjartat and the UAE's Life Pharmacy also run separate K-beauty categories. The headline, Beyond Walmart, refers to the earlier wave of Korean brands entering large mass retailers in the United States, which the paper treated as the first step before pharmacies.
THE CAST shopping perspective
The brands named in the report are established names, and a pharmacy shelf is a sensible place to meet them. Smaller Korean brands usually take longer to reach that kind of shelf, if they ever do. A curated store can introduce them earlier, with a page that explains the product, which is the gap THE CAST is built to fill for English-speaking shoppers. If a brand is already on a pharmacy shelf near you, buy it there; if it is not, a curated store is a reasonable next place to look.