15 of Target's top 100 skincare sellers are Korean — 7 are medicube

Target is one of America's mass retailers — the kind of shelf where K-beauty has historically been thin. This week's read of Target's skincare best-sellers shows where the Korean presence is, and how concentrated it is.

One brand carries the share

Fact. 15 of Target's top 100 skincare listings are from Korean brands: medicube 7, Sungboon Editor 4, TONYMOLY 2, and one each for MEDIHEAL and ROUND LAB. Observation. medicube alone accounts for nearly half of Korea's presence on the list, and holds the highest Korean spot at #4. Target's own top three are Hero Cosmetics, Vanicream and La Roche-Posay.

The same brand, across America's shelves

medicube is also #1 on Amazon's skincare best-seller list this week — its seventh straight fresh read in the top two. Inference. On the mass end of American retail, the K-beauty story is increasingly a medicube story — which is worth knowing before reading any single "K-beauty share" number.

How to read this

We changed how we capture Target's list this week, so we read 15 of 100 as this week's level and don't compare it with earlier weeks. We report brands, not individual products, for US retailers.