Jeong Saera, CEO of global K-beauty distributor Landing International, recently participated in a panel discussion at KOOM Week 2026, held on June 16 in Manhattan, New York. This global cultural festival, organized by the United Korean Founders (UKF), brings together K-startups and K-culture. This year’s event took place from June 12 to 18, featuring various programs such as the Dream House pop-up for K-brands, the Dream Stage conference, and K-pop performances.
During the panel discussion titled 'The Future of K-Beauty,' Jeong Saera provided insights on the global expansion of K-Beauty and the next stages of growth. Invited for the second consecutive year as a key speaker, Jeong Saera highlighted her expertise in successfully facilitating the entry of Korean beauty brands into the U.S. market, particularly within major retail sectors.
The panel included prominent figures such as Michelle Lee, former editor-in-chief of Allure and founder of the global beauty consulting group Monologue, as well as Charlotte Cho, founder of the K-beauty platform Sokoglam. Discussions revolved around the current state of K-Beauty, shifts in consumer demographics, brand definitions, and the future expectations and concerns regarding K-Beauty in the U.S. market.
Jeong Saera diagnosed the current market as a transitional phase where K-Beauty is establishing itself as a permanent category in the U.S., moving beyond temporary trends. She noted that the consumer base for K-Beauty is expanding beyond age and ethnicity, indicating that K-Beauty is becoming integrated into daily skincare routines of American consumers.
She attributed this transformation to K-Beauty's exceptional technological prowess and its ability to captivate U.S. consumers with optimized ingredients and efficacy. Furthermore, she pointed out the innovation in distribution channels as another crucial factor, citing successful diversification into premium department stores and military exchanges, thereby broadening interaction with local consumers across both offline and online platforms.
When asked what defines K-Beauty, Jeong Saera emphasized that technology embedded in the products should take precedence over nationality. While Western brands are increasingly adopting K-Beauty formulations and ingredient innovations, this trend underscores K-Beauty's competitive edge rooted in technology. The expansion of K-Beauty technology from skincare into all categories, including color cosmetics, hair, and body products, further distinguishes it.
On the criteria for discovering competitive brands in the U.S. market, she shared her insights based on field experience, highlighting that sustaining continuous growth requires not only product quality but also distinct competitive advantages for brands. Emphasizing originality in the development of raw materials, packaging, and formulations plays a vital role in securing competitive edges in the U.S. market.
In discussing concerns and expectations regarding the future of K-Beauty, she stressed the need to separate short-term virality from long-term establishment. While social media has fueled K-Beauty’s growth, gaining recognition through viral marketing doesn’t guarantee repeat purchases, posing limitations for sustainable growth. Conversely, she identified that long-term growth opportunities exist for brands with stable distribution networks and consumer trust in the U.S. market, highlighting that systematic operational capabilities, including consistent product supply and brand messaging, are essential to maintain competitiveness.
Leading Landing International in driving K-Beauty's global expansion through key retail and military distribution channels, Jeong Saera outlined core strategies for K-Beauty brands to achieve sustainable growth in mainstream markets. She emphasized the importance of unique brand competitiveness and multichannel strategies that bridge online and offline experiences. Storytelling that communicates K-Beauty’s strengths in ingredients and formulations in a way that resonates with U.S. consumers and localizing products to consider regional regulations and diverse skin types is crucial. Noting that retailer priorities vary based on target consumer segments, she stressed the importance of developing data-driven strategies tailored to specific channels.
Jeong Saera concluded, "Being able to discuss the next steps for K-Beauty with industry leaders at a critical juncture as it secures a foothold in the mainstream U.S. market is significant. Based on the expertise and networks we’ve built, I will strive to serve as a robust ally for excellent K-Beauty brands to strategically establish themselves in the global market.”
