Beauty Marketplace: Connecting Retailers & Brands
A new B2B online brand-discovery platform is acknowledging the exotic appeal and growing consumer desire for international beauty brands and products. Landing International LLC launched its new Marketplace to introduce US retailers to beauty brands from around the world and increase access to their coveted products.
With offices in Los Angeles and Seoul, the company is led by an executive and advisory team with experience in launching global beauty brands in new markets. Working with big US retailers including Sephora, Neiman Marcus and Macy’s, the platform also aims to simplify the buying process for retailers.
“The current process for beauty buying has not kept up with the pace of consumer awareness and demand for new products,” said chief executive Sarah Chung. “Consumers are driving demand for brands not readily available in their favourite stores.”
Participating brands and retailers create online profiles with details on products, sales channels and consumers. Landing International then uses this information to match retailers with appropriate international brands. It also offers tools to manage the buying process.
According to the company, American consumers are already purchasing five times more Korean beauty products than they were a decade ago. With the market for Asian beauty products and brands predicted to rise over the coming years, the Marketplace is currently focusing on products and brands from this region, especially Korea. For more on K-beauty, see The Korean Beauty Boom.