Landing International has signed an exclusive distribution deal to supply selected K-beauty brands to Military Prestige Marketing, a reseller focused on U.S. military retail channels worldwide. The company said the partnership opens access to a consumer base of more than 10 million people across a market generating about $15 billion in annual sales.
Global Military Retail Access
Landing International said the rollout will cover multiple stages, from brand selection and launch to point-of-sale expansion and retail staff training. According to the company, the agreement is designed to place Korean beauty brands into distribution channels serving U.S. service members and their families globally.
The company also said consumers in these military retail channels tend to show strong brand loyalty and shop more than four times a month on average. Landing International described the opportunity as relevant across skincare, haircare, fragrance, and color cosmetics.
Distribution Significance
According to Landing International, Military Prestige Marketing has more than 30 years of history in the sector and claims a 70% share of beauty categories within its market. The company said its partner works directly with the Army & Air Force Exchange Service and the Navy Exchange, both of which operate retail stores for U.S. military communities.
For K-beauty brands, the commercial value lies in access to a defined retail ecosystem that has been relatively underpenetrated by Korean beauty. Landing International said it has distributed 1,000 products across 225 K-beauty brands to major U.S. retailers since 2013.
