Beauty of Joseon skincare products are now available in 800 Coles stores across the country. The expansion was announced by the brand’s parent company, Goodai Global, on 18 August. The move makes Beauty of Joseon the first Korean cosmetics brand to officially enter a major Australian supermarket network at this scale.
The entry into Coles marks a new milestone in Beauty of Joseon’s brick-and-mortar retail journey. “Beyond simply expanding channels, this will be a turning point for K-beauty to be woven into Australians’ everyday grocery shopping routes,” a brand spokesperson said, according to Chosun Biz.
(Image Source: Coles online screenshot)
Beauty of Joseon draws on Hanbang, or traditional Korean medicine, combining ingredients such as rice, ginseng and green tea with modern skincare formulations. Goodai Global entered into an exclusive distribution agreement with the brand in 2017 before acquiring it in 2019. The company has since used its international distribution network to accelerate the brand’s global growth.
Research from Monash University found young Australians are increasingly willing to purchase ethically and sustainably produced products. Beauty of Joseon appeals to these preferences through its focus on tradition, naturally derived ingredients and cruelty-free practices.
Australian consumers are also showing growing interest in skincare products tailored to individual skin concerns and are increasingly looking for innovative and science-backed skincare, creating significant opportunities for South Korean beauty brands and contributing to the growing popularity of K-beauty.
(Image Source: Beauty of Joseon, 2026)
Korean skincare brand Innisfree was one of the earlier K-beauty brands to expand through its own physical retail network in Australia, opening its first store in Melbourne in 2018. By 2020, it had grown to around 10 stores nationwide.
Although the brand established a strong customer base, it has since significantly reduced its Australian standalone store presence. Its products remain available through mainstream multi-brand retailers including Sephora and Priceline.
COSRX has also expanded its presence across Australia’s mainstream retail market in recent years. Once more commonly purchased through specialist K-beauty stores and online platforms, the Korean skincare brand is now stocked by major retailers including Chemist Warehouse, Kmart, Target, Big W, Myer and David Jones.
According to Credence Market research, the Australian K-beauty market is projected to almost double in size, from US$104.79 million in 2023 to US$213.09 million by 2032, representing annual growth of 8.19 per cent. Despite the rising popularity of Korean beauty products, Australian consumers have historically relied heavily on e-commerce and specialist retailers such as Amazon, YesStyle and W Cosmetics due to more limited availability through mainstream physical retail.