Landing International to deliver K-beauty to US forces worldwide

Employees at an Olive Young store in Seoul arrange beauty products on shelves, Feb. 11. Yonhap

Korean cosmetic product distributor Landing International has landed a deal with a major retail distributor dedicated to the United States Armed Forces to offer K-beauty to military service members and their families worldwide.

Official logo for Military Prestige Marketing

Landing International said Thursday it will exclusively distribute selected Korean cosmetic brands to Military Prestige Marketing, a New York-based reseller serving the U.S. military retail market with a focus on beauty, fragrance, haircare and fashion.

Landing International said the global market for the U.S. forces has over 10 million consumers worldwide and sees overall sales of $15 billion per year on average.

The consumers mostly have high loyalty for their favorite brands and show strong interests in beauty products, according to the firm. It added consumers across retail markets dedicated to the U.S. military service members shop more than four times a month on average.

“The market has a strong potential across various beauty categories like skincare, haircare, fragrance and color makeup,” Landing International said in a press release.

Landing International and Military Prestige Marketing will execute their exclusive partnership in multiple stages from the selection of K-beauty brands to launching, expanding their points of sales and training employees of retail outlets about the brands.

Military Prestige Marketing, according to Landing International, flaunts a significant market presence across retailers for U.S. forces worldwide. With more than 30 years of history in the industry, the company claims 70 percent of market share under beauty categories. The company directly partners with the Army & Air Force Exchange Service and the Navy Exchange which, under the U.S. Department of Defense, operates retail stores (PX, BX), restaurants and theaters for the military groups.

Global beauty brands currently distributed via Military Prestige Marketing include Estee Lauder, Lancome, Hermes, Chanel, Anastasia Beverly Hills, MAC and Tom Ford.

Military Prestige Marketing President and CEO Patrick Farley referred to K-beauty as “one of the most important innovative engines in the global beauty industry.” He added the deal has given the firm a “foothold for its long-term growth.”

Landing International CEO Sarah Chung said, “Consumers of the U.S. military distribution channels are among the most loyal groups. This partnership is particularly meaningful as they have had relatively limited opportunities to experience K-beauty until now.”

Landing International is a California-based company distributing cosmetic products to markets outside Korea. Since 2013, the company has been distributing 1,000 types of product under 225 K-beauty brands to major retailers in the U.S. including Ulta Beauty, Target and Walmart.