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Walgreens store (Photo: Yonhap News Agency) |
[Alpha Biz= Kim Jisun] Silicon2, a global K-beauty distribution platform, is accelerating its expansion into North America’s offline retail market through a partnership with major U.S. drugstore chain Walgreens.
The company said on March 23 that it has begun supplying seven Korean beauty brands to 1,886 Walgreens stores across the United States since March, completing an initial shipment worth approximately $1.4 million (about 2 billion won). Silicon2 plans to expand its presence to more than 2,000 stores by September and transition to full-scale sales through dedicated shelf space.
The move marks a significant shift as K-beauty demand—previously driven largely by online platforms—extends into mainstream offline retail channels in the U.S. Walgreens, which operates around 8,000 stores nationwide, is considered a highly accessible, everyday retail destination. Industry observers say this expansion broadens distribution beyond specialty beauty retailers such as Sephora and Ulta into more mass-market channels.
The brands currently available include Round Lab, Numbuzin, Purito, and Tocobo, among a total of seven, all of which have already demonstrated strong demand on global platforms such as Amazon and TikTok, driven by their ingredient-focused and functional appeal.
Silicon2 is also in discussions with Walgreens to expand the number of participating brands to around 20 by the end of the year, targeting growing demand among Generation Z consumers influenced by viral trends.
In addition to expanding brand offerings, the company plans to diversify its product portfolio. Alongside its core skincare lineup, Silicon2 aims to introduce color cosmetics brands such as B.On Time and I’M MEME in the third quarter of this year.
Alphabiz Reporter Kim Jisun(stockmk2020@alphabiz.co.kr)
