Mediheal goes West: South Korea’s top sheet mask brand expands to the US

The company launched its US online store last month and scored a deal with Walgreens, which is now stocking Mediheal online and in select outlets. The company said it expects to roll out the brand into 1,200 more Walgreen stores by November this year.

Previously, the brand was available to US consumers through its official Amazon store and K-beauty curated site, Soko Glam.

The company will be bringing in a total of 20 SKUs, all of which are the brand’s global bestsellers. Products will range from $1.99 to $14.99.

Ready for US expansion

Mediheal is owned by L&P Cosmetics and is best known for its signature N.M.F masks and its two-step mask system. Since its launch in 2009, the company claimed that it has sold over 1.6 billion sheet masks.

Kwon Oh-sub, CEO of L&P Cosmetic and founder of Mediheal, believes the brand was crucial in making sheet masks an essential part of the beauty routine.

"Mediheal turned the sheet mask from a promotional novelty item into its own specialized and advanced skincare product… We've shown the industry that sheet masks can become more innovative and can quickly but effectively address skin concerns according to an individual's specific needs,” ​said Kwon.

Despite its phenomenal success in Asia, Lee Sunjoo, CEO of Mediheal US, said the company was cautious about expanding into the US.

"As the K-Beauty phenomenon spread globally, many Korean beauty brands rushed to the US market. We waited until we understood the market enough to offer the right products and chose distribution partners who embraced our core value – making the most cutting-edge, effective beauty products accessible to all,” ​Lee said.

According to US-based research firm The Benchmarking Company, 53% of US beauty consumers currently use sheet masks as part of their beauty routines. In fact, its data showed that the sheet mask is the most popular K-beauty product in the US.

The company’s research also showed that 39% of US consumers were not using sheet masks but expressed interest in trying them.

Effectiveness and safety

According to Lee Youngsook, Mediheal’s global head of R&D and product, believes Mediheal will stand out in the US market because of its advanced technology.

It claims to be is the first brand in Korea to use 100% automated manufacturing technology, ensuring a “hygienic and worry-free mask experience”.​

According to the company, its products are developed in partnership with dermatologists, scientists and aestheticians. It added that its masks are rigorously tested to ensure the right sheet materials are paired with the right serum for optimal effectiveness.

"All of our masks are made from the highest quality ingredients. What distinguishes us from the rest of the category is our ground-breaking process. We take extra care in making sure our mask packs are made through rigorous, automated processes so that we can pack the essences, ampoules, and masks into one safe and clean package,” ​said Lee.