L'Oréal strengthens its presence in the K-Beauty world

It was only a matter of time. After all, Korean skincare (or K-beauty) is on the rise, and major groups certainly couldn’t miss the chance to tap into this universe of brands, products, practices, and experiences that started in South Korea and are now spreading worldwide, gaining traction on social media as well as in stores as the must-know and must-love trend. As its new move towards Seoul, L'Oréal has acquired the Dr. G brand, previously managed by the Swiss retail group Migros. Back in 2018, the same path was taken by another Korean brand, Stylenanda. 

Korean skincare is going viral

Familiar with BB creams and cushion foundations? They were born in South Korea, which has long been a true incubator of beauty and skincare innovations. These trends are everywhere, even on TikTok, which has helped viralize products like the Relief Sun: Rice + Probiotics sunscreen by Beauty of Joseon and many others.

How will Dr. G fit into the L'Oréal group?

Dr. G, a skincare brand best known for its R.E.D Blemish Clear Soothing Cream, will become part of L’Oréal’s Dermatological Beauty division. In an official statement, the company said the brand is "perfectly positioned to meet the growing demand for K-beauty solutions that are scientifically developed, effective, yet affordable." Dr. G has been one of the most prominent skincare brands in South Korea for over a decade, with an expanding presence across Asia and significant global growth potential. 

A focus on innovation and accessibility

Dr. G takes an omnichannel approach, with a presence in major online and offline retailers across South Korea, where it ranks among the top three skincare brands in the mass market. "Created by a dermatologist and offering high-performing solutions suitable even for the most sensitive skin, Dr. G perfectly complements our existing skincare portfolio," said Alexis Perakis-Valat, global president of L’Oréal’s consumer products division. "We have been following the brand’s success for many years and are excited to accelerate its growth in South Korea and beyond, staying true to our mission of democratizing and elevating beauty by bringing the best of Korean skincare to consumers worldwide," he added. Samuel du Retail, president of L’Oréal Korea, emphasized how deeply Dr. G is tied to its founder’s vision that everyone deserves healthy skin.