Korean brand Laka expands global footprint with flash retailing

(Laka)

Laka, a South Korean cosmetics brand, is accelerating its overseas expansion with a series of pop-up stores and trade exhibitions across North America, the Middle East, and Asia.

According to the company, it has been rolling out business-to-business exhibitions and consumer-facing pop-ups in cities such as Las Vegas, Los Angeles, New York, and Bangkok to boost brand recognition and expand distribution channels.

Laka is known for its use of gender-neutral colors.

In the United States, Laka participated in Cosmoprof North America in Las Vegas in July and secured retail channels across North and Central America. The company has opened its stores at Miniso in the U.S. and Canada, and confirmed a launch at Sephora.

(Laka)

Laka also hosted experiential pop-ups in Los Angeles and New York, collaborating with local influencers and global makeup artist Daniel Martin. Around 5,000 visitors attended its booth at the K-Beauty Boost in New York, the company said.

In the Middle East, Laka made its debut at Beautyworld Middle East, holding talks with buyers from the United Arab Emirates, Saudi Arabia, and other Gulf countries. It also joined Cosmoprof Asia Hong Kong and is in discussions with global retailers, with store launches targeted for early 2026.

In Asia, Laka drew more than 19,000 visitors to a pop-up at Taiwan’s Shin Kong Mitsukoshi. In Bangkok, it hosted a color-mixology pop-up at Siam Square BTS Skywalk, featuring appearances by Thai actors to reinforce its gender-neutral image.

Laka said it will press ahead with expansion into major global markets, adding that it has launched its lip products at Britain’s Boots chain, with distribution across 91 physical stores nationwide and online.