Dr.G, the K-beauty brand acquired by L'Oreal, is accelerating its expansion in the United States. After entering the U.S. market through Amazon last year, the brand has now broadened its sales channels to the local TikTok Shop.
Dr.G said on the 5th that it will officially open a store on the U.S. TikTok Shop this month and begin selling products, according to foreign media and industry sources. It is the first time Dr.G has used the U.S. TikTok Shop as an official sales channel.
The brand will sell seven products, including items from its Red Blemish and Black Snail lines. It will also offer five gift sets available exclusively on TikTok Shop. Alongside the launch, Dr.G plans to roll out social content, creator collaborations, outdoor advertising and influencer marketing, and will hold launch events in New York and Los Angeles.
The move widens Dr.G's sales network in the U.S. The brand first entered the market officially in November last year through Amazon.
Industry watchers point to the benefits of joining L'Oreal and the global popularity of K-beauty as the drivers behind Dr.G's U.S. expansion. L'Oreal signed a deal in December 2024 to acquire Gowoonsesang Cosmetics, the owner of Dr.G. At the time, L'Oreal said that Dr.G, developed by dermatologists to provide high-performance solutions suitable even for sensitive skin, perfectly complements the existing skincare portfolio of its consumer products division, and that it would meet demand for scientifically developed, effective and reasonably priced skincare. The company also cited rising demand for K-beauty and said it expected the acquisition to further expand K-beauty's influence worldwide.
Industry officials say L'Oreal is counting on growth for Dr.G in the U.S. as the global dermocosmetics market expands. With U.S. demand rising for ingredient-based, high-functionality skincare, they expect demand for Dr.G, classified as a dermocosmetics brand, to grow.
"Dr.G appears set to move beyond its Asia-centered business structure and widen its sales regions to the U.S. and elsewhere by tapping L'Oreal's distribution network and marketing capabilities," an official in the beauty industry said. "But both Amazon and TikTok Shop are online channels, and the brand will need a point of differentiation in the North American market, where numerous K-beauty brands have already established a presence."
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