THE WHAT? Global commerce and marketing group Front Row has opened an office in Seoul, expanding its operations to support South Korean cosmetics, health and wellness brands entering and growing in the US market.
THE DETAILS The Seoul location becomes Front Row’s sixth international office and will be led by Jinny Kim, Senior Vice President Korea. The expansion will provide Korean brands with local access to US marketplace management, digital marketing, content development and e-commerce services across Amazon, TikTok Shop and Shopify. According to the company, Korean facial skincare sales on Amazon reached US$818 million in the first half of 2026, increasing 80 percent year-on-year, compared with 27 percent growth across the wider facial skincare category. Front Row will also support brands with pricing control, unauthorised resellers and digital retail distribution.
THE WHY? The expansion reflects the growing commercial importance of K-Beauty in the US cosmetics market and the increasing need for international brands to establish greater control over digital distribution. As Korean cosmetics manufacturers expand overseas, specialist marketplace services are becoming important for managing retail partnerships, protecting brand positioning and converting international consumer demand into sustainable revenue growth.
Source: PR Newswire
