Amazon unveils four-year plan to accelerate K-beauty growth in US and Europe

At the Amazon Beauty in Seoul 2026 conference, Hannah Shin, chief executive of Amazon Global Selling Korea, outlined a four-pillar strategy for 2027 aimed at cementing Amazon’s leadership in the global K-beauty market. Project Million will mentor new entrants, targeting 50 brands to each achieve $1 million in U.S. revenue within their first year. Project Titan pairs Amazon with seven top Korean brands to build an end-to-end operating model that other sellers can adopt.

Project Silk Road expands the successful skincare formula into hair-care and wellness, planning 50 new sellers and 200 new products. Project Autobahn addresses the tax and certification challenges that have slowed Korean brands’ expansion into Europe. Amazon now handles about 44 percent of U.S. K-beauty sales, with the category outpacing overall beauty growth by more than threefold, and hair-care representing a largely untapped 1 percent of the market.