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Agenda-setting intelligence, analysis and advice for the global fashion community.

A New Challenger Is Taking on Sephora in Its Biggest Market

Canadian chain Sukoshi is expanding into the US quickly, having opened six stores since the start of 2025 vending a variety of beauty products from Korea, Japan and China. It enters a crowded market, but wants to set itself apart as both a specialist and a generalist.
An in-store shot of Sukoshi
Sukoshi's store on New York City's Upper East Side is a playground for Asian beauty lovers. (Courtesy)

The line that spilled out of Washington’s Bellevue Square mall on Jan. 17 wasn’t for a celebrity appearance, a limited-edition product or even a free one.

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Further Reading

US Retailers Want in on K-Beauty — Again

Amorepacific’s Hanyul is the latest of a flood of K-beauty brands being scooped up by US beauty retailers as consumers clamor for Korean products in the face of price hikes.

About the author
Daniela Morosini
Daniela Morosini

Daniela Morosini is Senior Beauty Correspondent and Special Projects Editor at The Business of Beauty at BoF. She covers the global beauty industry, with an interest in how companies go to market and overcome hurdles.

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