Who This Is For
- Korean brands preparing to enter the US for the first time
- US founders building a brand with products made in Korea
- Brands already selling in the US through resellers that want a controlled, official presence
- Teams deciding between Amazon, their own website, and specialty retail
- Brands with sunscreen or treatment products that need to understand US product categories
Common Challenges
- Assuming a product sold legally in Korea can be relabeled for the US without changes
- Unclear understanding of MoCRA obligations and who is responsible for them
- Marketing claims that would make a cosmetic look like a drug under US rules
- Competing with established US brands and many other Korean imports on Amazon and in retail
- Underestimating landed cost and marketing spend, leaving thin or negative margins
How We Help
Channel strategy
We compare direct-to-consumer, Amazon and other marketplaces, specialty beauty retail, and independent stores for your brand and budget, and help you decide where to start and how channels should be sequenced.
Positioning against US and K-beauty competitors
We help you define what makes your product worth choosing for a US customer, how to explain Korean ingredients and routines clearly, and how to stand apart from both US brands and other Korean imports.
FDA and MoCRA readiness
We walk you through the main cosmetic obligations under the Modernization of Cosmetics Regulation Act of 2022 and help you organize who handles each one, working alongside your US regulatory counsel.
Product category and claims review
We help identify whether each product is likely a cosmetic, an OTC drug, or both, and review proposed marketing language to flag drug-like claims for your regulatory advisers.
Label adaptation
We help coordinate adapting Korean labels to US format, including the ingredient declaration, net contents, and the name and place of business of the responsible company.
Landed cost and pricing
We model landed cost and channel fees for the US and test whether your target price works on Amazon, in your own store, and at retail margins.
Our Process
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1
Product and readiness review
We review your products, claims, labels, and documents against US requirements and identify gaps.
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2
Strategy
We define target customer, positioning, launch products, and channel order.
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3
Compliance preparation
We coordinate label changes, MoCRA tasks, and any product reformulation or category changes with qualified US advisers.
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4
Pricing and logistics
We build the landed cost model and plan importing, warehousing, and fulfillment.
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5
Launch plan
We prepare a launch plan for the chosen channels, including content, reviews, and early marketing priorities.
What You Receive
- US readiness gap assessment
- Channel strategy and launch sequence
- Positioning and messaging guide for US customers
- MoCRA responsibility checklist
- Claims review notes for regulatory counsel
- Landed cost and pricing model
Choosing US channels
Direct-to-consumer through your own website gives you control over brand presentation, pricing, and customer data, but you must generate all of the traffic yourself, usually through paid social, content, creators, and email. Amazon offers large existing demand for Korean skincare, but it is crowded, price-sensitive, and requires attention to listings, reviews, inventory, and protection against unauthorized sellers.
Specialty beauty retailers and independent stores can build credibility and discovery, but they bring margin requirements, marketing expectations, and operational standards that a young brand must be ready to meet. Many brands start with one or two channels, prove demand, then add retail. Your channel choice also affects packaging, case pack, and pricing, so it is best made before production quantities are fixed.
Whichever channel you start with, the decision shapes everything that follows when you launch a Korean cosmetics brand in the US, from inventory planning to how much you spend on marketing before the first sale.
FDA, MoCRA, and why sunscreens are different
In the US, cosmetics are regulated by the FDA. The Modernization of Cosmetics Regulation Act of 2022, known as MoCRA, added obligations for cosmetics, including registration of facilities that manufacture or process cosmetics for the US market, listing of cosmetic products, maintaining records that support product safety, reporting serious adverse events to the FDA, and including domestic contact information on labels so consumers can report adverse events. FDA has also been directed to set rules on areas such as good manufacturing practices and fragrance allergen labeling. Who handles each task depends on the roles of the manufacturer and the responsible person.
Sunscreens are a key exception. Products that claim to protect against sunburn are regulated in the US as over-the-counter drugs, not ordinary cosmetics. They must follow OTC drug requirements, including permitted active ingredients, testing, and a Drug Facts label, and the drug manufacturing facility must meet drug requirements. Several UV filters that are commonly used in Korean sunscreens are not currently permitted in US sunscreen products, so a Korean SPF product generally cannot simply be relabeled for the US. If you want a US sunscreen, plan for a US-compliant formula and process from the start. For background on filter types, see mineral vs. chemical sunscreen.
Claims matter too. A product intended to affect the structure or function of the body, or to treat a condition, may be considered a drug based on its claims, even if the formula looks like a cosmetic. Phrases such as treats acne or repairs damaged skin can create risk, while claims about appearance, such as helps skin look smoother, are generally treated differently. Regulations and FDA guidance change, so final decisions on product category, labeling, and claims should be confirmed with qualified US regulatory and legal professionals. Our regulatory consulting page covers other markets as well.
Positioning and landed cost
US customers are familiar with Korean skincare, so being Korean is not enough of a reason to buy. Strong positioning connects a specific need, such as sensitive skin or uneven tone, with a clear product benefit and an accessible explanation of the routine. Customers who are new to the category may also need education on steps such as the Korean skincare routine.
Landed cost includes factory cost, freight, duties where applicable, customs brokerage, US warehousing, fulfillment, and channel fees such as marketplace referral fees or retailer margins. Add realistic marketing cost per order, and many first price ideas turn out too low. We model these costs so you can set a price that works in each channel. Brands still choosing a manufacturer can align these numbers early with our OEM and ODM consulting.
Frequently Asked Questions
Do I need FDA approval to sell Korean skincare in the US?
Cosmetics generally do not need FDA premarket approval, but they must be safe, properly labeled, and meet MoCRA obligations such as facility registration and product listing. Sunscreens and other OTC drug products follow separate drug requirements. Confirm your products' status with qualified US regulatory counsel.
Can I sell my Korean SPF product in the US?
Usually not as is. Sunscreens are OTC drugs in the US with a specific list of permitted UV filters and labeling rules, and many Korean formulas use filters not currently permitted there. A US-specific formula and compliance process is generally needed.
Is Amazon a good first channel for K-beauty in the US?
It can be, because demand for Korean skincare already exists there. It is also highly competitive, so you need a clear listing strategy, review plan, and pricing that holds up after fees.
What claims should I avoid on US packaging?
Avoid claims that a product treats, cures, or prevents disease or changes the body's structure or function, unless it is properly marketed as a drug. Have your claims reviewed by a qualified US regulatory adviser.