The move taps into a fast-growing audience in Latin America, where consumer interest in global beauty trends, especially skin-focused routines, is on the rise.
“Mexico stands out as a particularly exciting opportunity,” Sarah Chung Park, founder and CEO of Landing International, the company behind K-Beauty World, told CosmeticsDesign. “Latin American consumers are among the most engaged and fastest-growing audiences for K-Beauty globally.”
Interest in skin care is shifting consumer habits
Park pointed to changing beauty behaviors in Mexico as a key reason for the expansion. “We’re seeing a clear shift in Mexico toward more intentional skin care routines and a willingness to experiment with new products,” she said.
Park cited Recent Mintel data that supports this shift: according to the consumer insight firm, over one-third of Mexican adults say they’ve spent more time on facial skin care in the past three months, and nearly a quarter have added a new step to their routine.
The influence of global trends is strong too. “About 12% of Mexican adults—and up to 16% among younger consumers aged 25–34—actively look for products that are trending in other countries when they shop for beauty,” Park said.
Spending is also increasing, particularly among women. “Forty-one percent say they’ve spent more on beauty products in the past year,” she said, “and more than a quarter say beauty would be their first choice if they had extra money to spend after essentials.”
Brand selection focused on data, virality, and fit
Seven K-Beauty brands were selected for the Ulta Mexico rollout, all evaluated through Landing’s internal sourcing process. “We’ve created a seven-factor sourcing framework, which was used to evaluate what K-Beauty brands would resonate with the Mexican consumers,” Park said.
The criteria include customer reviews, social media buzz, product differentiation, brand identity, marketing readiness, packaging appeal, and innovation. “If it’s blowing up on TikTok or Instagram, we know it’s capturing consumer attention,” she added.
Local relevance is central to the rollout
Landing is prioritizing bilingual product education and staff training as part of its entry into the Mexican market, “ensuring that product storytelling is accessible and culturally relevant,” Park said.
The team is also working directly with Ulta Beauty employees in Mexico to help them feel confident introducing Korean products to local shoppers. “In Mexico, that means building an experience where consumers don’t just see K-Beauty as an imported trend, but as something that connects to their own beauty rituals,” she said.
Pop-up activations add a cultural touch
To support the launch, K-Beauty World is kicking off its Latin America K-Beauty Mart pop-up tour in Mexico City during the Formula 1 Grand Prix, running October 24–26. Park said the tour builds on earlier US events held in Los Angeles, Austin, New York, Chicago, and at Coachella.
“We wanted to meet people where they are: not just in stores, but at cultural moments like festivals, malls, and lifestyle events,” she said. Each stop is designed to be interactive, and often includes Korean snacks, which has resonated with visitors. “It transforms education into experience, and that’s where real connection and discovery happen,” Park said.
What’s next: More integration, more opportunity
Looking ahead, Park sees K-Beauty moving from the edges of the Latin American beauty scene to the center. “K-Beauty in Mexico and across Latin America is evolving from a niche category into a core part of the mainstream beauty landscape,” she said.
For suppliers and manufacturers, she highlighted two main areas of opportunity. “First, innovation should be paired with accessibility,” Park said. “Consumers in Latin America want high-performing products, but affordability and value remain essential to scale.”
Second, there’s an ongoing need for local relevance in product development and storytelling. “Formulations that resonate with diverse skin tones, climates, and lifestyles will deepen trust and drive repeat purchase,” she added.
