Landing, shared K-beauty strategy with Altavie's management.

[USER PARABOLA Kim Jiwoo reporter] Global K-beauty distributor Landing International met with the management of US beauty distributor Alterra Beauty to discuss the expansion strategy of K-beauty this year.

Landing International is a global beauty distribution company that supports the entire process of entering the U.S. market for K-beauty brands, from storytelling to product localization, marketing, and distribution. Since its establishment in 2013, it has successfully launched over 1,000 products from 225 brands into major overseas distribution channels such as Altava Beauty, Target, and Walmart. It currently distributes K-beauty brands through an exclusive partnership with local leading beauty boutique Altava Beauty for 10 years.

Landing International announced on the 13th that it held the 'Ulta Beauty Executive Roundtable - Seoul 2026' at the Grand Hyatt Seoul on the 6th. Attendees included key executives such as Cassie Steilman, CEO of Ulta Beauty, and Lauren Brindley, Chief Merchandising and Digital Officer.

On this day, 20 K-beauty brands representing skin care, color, and hair categories, including Seongphen Editor, Hanskin, Doctor Melacine, Lilybeau, Narka, and Unresea, participated. The CEOs and representatives of each brand discussed strategies for the global expansion of K-beauty in the U.S. market and ways to strengthen strategic partnerships.

Landing strengthened its strategic role as a bridge connecting Altavie and domestic brands through this roundtable, and shared both sides' medium- to long-term growth visions. Additionally, they explored feasible cooperation models in the U.S. market. They focused on discussing localization strategies and category expansion directions for rapidly growing K-beauty hair care and K-color cosmetics, going beyond simple channel entry. Insights on U.S. market approaches by category and local consumer trends were also shared.

This event is part of "K-Beauty World," a curation project operated by Landing International. K-Beauty World is a platform that introduces various Korean beauty brands to Altavie's online and offline customers, showcasing a wide range of K-beauty product lines, including representative products and new products reflecting current trends.

Landing has maintained an exclusive partnership with Altavie for 10 years, systematically supporting domestic brands to successfully establish and grow in the U.S. market. The two companies plan to expand the competitiveness of K-beauty, centered around skin care, to color and hair categories, building a sustainable co-growth system.

Jeong Sa-ra, CEO of Landing International, said, "This year is a crucial turning point for K-beauty to move beyond a mere trend and establish itself as a core industry in the U.S. market." She added, "Through this roundtable discussion, we will further strengthen our role as a strategic partner to enable domestic brands with technological capabilities to achieve meaningful results across all online and offline channels in the U.S."

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