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Post by : Shakul
Korean cosmetic product distributor Landing International has struck an exclusive partnership with Military Prestige Marketing, a major U.S. military retail distributor, to supply selected K‑beauty brands to service members, their families, veterans and associated consumers across global bases.
Under the agreement, Landing International will serve as the exclusive distributor of chosen Korean beauty, fragrance, haircare and related products to Military Prestige Marketing, which operates in retail channels dedicated to the U.S. Armed Forces worldwide. With an estimated 10 million consumers across global military markets, the sector generates about $15 billion in annual sales and reflects strong loyalty and frequent shopping behavior among members of the military community.
The partnership will unfold in stages, starting with the selection of K‑beauty brands, followed by product launches, expansion of points of sale and trainings for retail staff on the diverse Korean beauty offerings. Landing International highlighted the strong potential in skincare, color makeup, fragrance and haircare segments for military retail channels.
Founded in 2013 and based in California, Landing International already distributes more than 1,000 products under 225 Korean beauty brands to major U.S. retailers such as Ulta Beauty, Target and Walmart. This new deal with Military Prestige Marketing — a company with over 30 years of experience and a significant share of the military beauty market — marks a strategic expansion of K‑beauty’s global reach.
Patrick Farley, President and CEO of Military Prestige Marketing, described K‑beauty as “one of the most important innovative engines in the global beauty industry,” saying the partnership positions the company for long‑term growth. Sarah Chung, CEO of Landing International, noted the strong consumer loyalty in U.S. military retail channels and the value this partnership brings in exposing military communities to high‑quality Korean beauty products.
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