Business · Companies · 3 hrs ago
US e-commerce firm Front Row opens Seoul office as K-beauty sales rise
US e-commerce company Front Row has opened an office in Seoul to work more directly with Korean beauty brands.
The move comes as K-beauty facial skincare sales on Amazon reached $818 million in the first half of the year.
That was an 80% increase from the same period a year earlier.
Amazon’s overall facial skincare market grew by 27% in that period.
The faster growth points to stronger demand for Korean skincare in the US online market.
Front Row has offices in several other cities, including New York, San Diego and Amsterdam.
Its Seoul office is intended to help the company approach Korean brands directly, but no further plans were specified.
US e-commerce company Front Row has opened an office in Seoul to reach South Korean brands directly.
The move comes as demand for K-beauty grows in the US online market.
Front Row said Amazon sales of K-beauty facial skincare reached $818 million in the first half of 2026.
That was an 80% increase from a year earlier, while Amazon’s overall facial skincare market grew 27%.
The Seoul office follows Front Row locations in New York, San Diego, Hamburg, Bratislava and Amsterdam.
- Who
- US e-commerce company Front Row.
- What
- It opened an office in Seoul.
- When
- The article was published on October 30, 2026. The office opening date was not stated.
- Where
- Seoul, South Korea.
- Why
- Front Row aims to reach South Korean brands directly as K-beauty demand rises in the US online market.
This story does not have two clearly opposing sides.
Amazon sales of K-beauty facial skincare reached $818 million, up 80% from a year earlier.
Donga Ilbo reported that Front Row had opened a Seoul office.
- Company
- Front Row
- Office location
- Seoul, South Korea
- K-beauty facial skincare sales
- $818 million on Amazon in the first half of 2026
- Year-on-year sales growth
- 80%
- Amazon facial skincare market growth
- 27% in the same period