Rising powerhouse
Founded in 2014, Dr. Althea has gained traction over the years for its vegan formulations created specifically for sensitive skin.
In particular, its TikTok-viral “345 Relief Cream” has earned cult-favourite status among skin care enthusiasts across the globe, surpassing 15 million units sold.
Within two years of its 2023 expansion into North America, it has achieved 1,415% sales growth in this region.
Following a fruitful debut on Ulta.com in early September, Dr. Althea launched in 109 Ulta Beauty stores on October 26, with plans to expand to 1,350 locations across the US by February 2026.
This partnership marks a significant milestone for the brand’s US retail expansion, extending its reach to a broader audience as it continues to meet surging demand for effective, gentle, and clinically inspired K-beauty solutions.
“From the beginning, Dr. Althea was created to simplify sophisticated Korean skin care through formulas that combine clinical precision with gentle care.
“As our community has grown worldwide, expanding into Ulta Beauty allows us to bring that philosophy to even more people seeking balance between innovation and sensitivity. This launch is an important step in sharing our belief that effective skin care should also feel effortless,” said founder Evelyn Lee.
Popular products such as 345 Relief Cream, Vitamin C Boosting Serum, and Pure Grinding Cleansing Balm are now available at Ulta Beauty stores, with additional online exclusives on the website.
Eyes on SEA
As the flagship brand of dermocosmetics company SKINIDEA, owned by MDP Holdings (a portfolio company of Morgan Stanley PE Asia), MEDIPEEL has built strong retail networks in Japan and Europe, and is now channelling its expansion efforts into South East Asia (SEA).
For instance, it has launched a large-scale pop-up at Central World mall in Bangkok that will open through January 30, 2026, targeting the high-traffic holiday season.
Developed in collaboration with Shinsegae’s K-brand global expansion platform Hyperground, the pop-up serves as an immersive showcase that highlights MEDIPEEL’s clinical prowess and brand identity.
“The Central World pop-up is more than an exhibition — it is a platform to demonstrate our technological expertise and professionalism as a leading K-derma brand on the global stage.
“Through our collaboration with Shinsegae Hyperground, we will strengthen our international distribution network, and continue to grow as a premium derma brand built on trust and innovation,” the brand said.
A dedicated MEDIPEEL Brand Week in late December will offer hero product promotions, sampling programmes, and customer experience events aimed to boost trial and loyalty.
At the same time, the brand has opened another pop-up at Siam Center, a hotspot for younger consumers. Organised with Tops Thailand, this activation looks to build brand awareness ahead of MEDIPEEL’s official retail expansion in the country.
Beyond offline activities, the brand will continue to strengthen its omnichannel strategy across SEA. It has secured offline distribution through Guardian Malaysia, while strengthening digital presence through social media, live commerce, and influencer collaborations to deepen engagement with local consumers.
First foray
Founded in 2000 by Dr Gun Young Ahn, a renowned Korean dermatologist who created the brand after suffering childhood burns, Dr.G was acquired by L’Oréal Group in 2024 and has officially launched in the US exclusively via Amazon this November.
Dr.G claims to a pioneer of K-dermocosmetics “long before the K-beauty boom”, specialising in science-backed, sensitive skin-friendly, and barrier-strengthening formulas.
Its US debut comes at a time where demand for gentle, dermatologist-developed skin care in the market is rising rapidly.
“Our mission at Dr.G is to make clinical-grade skin care accessible to everyone. Launching through Amazon allows us to meet ingredient-conscious consumers where they already discover and explore products, while using real-time insights to better understand the needs of the US community,” said Dr Ahn.
The brand is introducing its globally popular products, including its hero three-step ritual comprising the Brightening Peeling Gel, Red Blemish Clear Soothing Cream, and Green Mild Up Defense Mineral Sunscreen, which have sold tens of millions of units across Asia.
All three products are frontrunners in the exfoliant, moisturiser, and sun protectant categories at South Korea’s leading health and beauty chain Olive Young.
