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Sephora rollout across Asia, Australia and Canada set for March–April
U.S. Target arrival slated for August
MOST Inc., the global K‑beauty accelerator, announced on the 10th that it is expanding into key U.S. retail channels, including beauty giant Sephora and major retailer Target.
MOST first made its mark by successfully placing K‑beauty brands across Costco’s global channels, beginning with Costco’s U.S. headquarters.
This channel expansion positions MOST as a full‑service distribution partner, covering everything from premium beauty boutiques to large offline retail networks.
Since March, MOST has been introducing regionally tailored K‑beauty portfolios through Sephora.
In five Asian markets—Sephora stores in Singapore, Malaysia, Thailand, Australia and Hong Kong—MOST launched indie brands Fully and ShaiShaiShai. Both brands are entering local markets with distinctive concepts and strong product lineups.
That same month, MOST strengthened its portfolio strategy by introducing premium skincare brand d’Alba at Sephora Australia, adapting its selections to channel characteristics and consumer tastes.
In April, MOST expanded beyond skincare into makeup by launching color brand fwee at Sephora Canada.
These moves are designed to drive category diversification while accelerating MOST’s global expansion.
MOST is also slated to enter Target in the U.S. this August, initially focusing on skincare and haircare to build a distribution network that spans premium to mass‑market channels.
Da‑yeon Jung, CEO of MOST, said, “We don’t just place brands—we design the best possible selling structure for each channel. Leveraging the operational know‑how we developed at Costco, we’re expanding into retailers like Sephora and Target to broaden K‑beauty’s reach. We’ll keep discovering brands with global potential and help them grow for the long term.”
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