Parkus Allock Expands U.S. Push with LA Pop-up, Targeting the World’s Largest Beauty Market

PARKUS is accelerating its expansion into the world’s largest beauty market, the United States, with its subsidiary Allock taking the lead. The company plans to broaden its primarily online sales channels to offline outlets, increasing touchpoints with local consumers and strengthening its foothold in the U.S. market.

On September 21, PARKUS announced that Allock will operate a pop-up store in Los Angeles (LA), from October 8 to October 18, in collaboration with "Song of Skin."

Currently, Allock sells its Skinmax line through its official website, as well as global online distribution channels such as Amazon, TikTok Shop, StyleKorean, YesStyle, and Stylevana. With this LA pop-up, the company aims to expand what has so far been primarily an online sales network to offline, allowing local consumers to experience the products firsthand and laying the groundwork for broader sales opportunities.

Previously, Allock held launch pop-up events in New York and LA in July. At the time, beauty influencers and editors in the U.S. gave positive feedback on the products. Building on this response, the upcoming pop-up aims to further widen consumer engagement in the local market.

Song of Skin, which will jointly operate the pop-up, is a New York-based K-beauty platform that specializes in curating and selling Korean beauty products. As one of Allock's primary sales channels, the Song of Skin team visits Korea directly to test new products and select items through a curation process.

Song of Skin operates not only an online store but also a business-to-business (B2B) wholesale channel. By creating content on social networking services (SNS) such as Instagram, TikTok, and YouTube, the platform actively promotes Korean beauty products to local consumers.

The U.S. is also a rapidly growing market for K-beauty exports. In the first half of this year, U.S. exports of K-beauty products reached $1.45 billion, up 41.5% compared to the same period last year. The U.S. has now become the largest export market for K-beauty, surpassing China’s exports of $1.01 billion.

K-beauty products are also making greater inroads into the U.S. offline retail sector. Major American retailers—such as Ulta Beauty, Target, Sephora, and Costco—are actively expanding their K-beauty product lines, thereby increasing the distribution channels through which local consumers can encounter these products.

Allock is also preparing to boost sales ahead of Black Friday, one of the biggest U.S. shopping seasons coming in November. The company plans to leverage core online distribution channels—including Amazon—and partnerships with local distributors to proactively activate existing sales networks and ramp up sales volumes in the American market.

Heonwoo Park, CEO of Allock, said, “I was moved by the positive response we received for the simplicity and convenience of our routines at the launch event in July. With the LA pop-up in October, we aim to provide a wider range of consumers with the chance to experience our products firsthand, and during the Black Friday season, we intend to turn that interest into actual sales through our existing distribution channels.”

Meanwhile, global market research firm Statista projects that the global beauty and personal care market will reach approximately $698 billion (about 934 trillion won) this year. Of this, the U.S. market is estimated at around $107 billion (about 143 trillion won), making it the largest beauty market in the world.

Going forward, PARKUS plans to continue its push to capture the world’s largest beauty market by leveraging Allock’s LA pop-up and existing online distribution network, expanding offline touchpoints with American consumers, and tying these efforts to the Black Friday sales season.

This content was produced with the assistance of AI translation services.