Kolmar Korea Collaborates with Amazon, Mamonde Debuts on Lyko

The growing popularity of K-beauty has led Western companies to collaborate with South Korean brands for global expansion. Kolmar Korea is partnering with Amazon to accelerate K-beauty’s international reach, especially through events like Amazon Beauty in Seoul 2025. This collaboration emphasizes the importance of innovation and technological expertise in K-beauty’s success.

In Europe, Mamonde, a South Korean skincare brand, is entering markets through retailer Lyko, offering products that appeal to Gen Z with a focus on authenticity and sustainability. This expansion is part of a broader strategy by Amorepacific, South Korea’s leading beauty group, to enhance its global presence and increase overseas sales to 70%.

Additionally, initiatives like those by Lunara Cosmetics in the US highlight efforts to remove barriers for Korean skincare, supported by legal protections such as the US Department of Agriculture’s grant to K-beauty company Riman.