Beauty of Joseon Becomes First K-Beauty Brand to Enter Australia's Leading Retailer Coles
Entry into 800 Coles Stores Nationwide in Australia
Targeting Major Retail Networks
From Online and Specialty Stores to Everyday Grocery Channels
Expanding Global Market Reach
Gudaiglobal announced on August 18 that its global herbal beauty brand, Beauty of Joseon, will become the first Korean cosmetics brand to enter Coles, Australia's leading retail chain, by being stocked in all 800 Coles stores nationwide.
This entry marks the first official launch of a K-beauty brand at a major Australian distribution channel. The significance lies in the fact that, after having grown mainly through online platforms and beauty specialty stores, K-beauty is now making its way onto the shelves of a large-scale, mainstream offline retail network in Australia.
Coles is a prominent large-scale retail channel with an extensive network of stores across Australia. With Beauty of Joseon's launch, local consumers will no longer need to look for dedicated beauty channels, as K-beauty products will now be easily accessible during their routine grocery shopping.
While K-beauty had rapidly grown through online platforms such as TikTok and Amazon, industry analysts have emphasized that expanding into large-scale local offline retail networks is essential for increasing tangible touchpoints with international consumers.
With this entry into Coles, Beauty of Joseon will expand K-beauty's distribution in Oceania from specialty shops to mainstream retail, following its success in North America.
Coles stores will carry Beauty of Joseon's global bestselling products, including Glow Propolis Serum, Ginseng Cleansing Oil, Ginseng Essence Water, and Green Plum Cleanser.
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A Gudaiglobal representative commented, "Australia is a highly skincare-conscious market where demand for K-beauty is rapidly increasing, making it a key strategic market. The entry into all Coles stores is not only an expansion of channels, but also a turning point for K-beauty to seamlessly become part of Australians' everyday grocery shopping routines."
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