The newly established Seoul office will serve the rapidly growing Korean beauty, health and wellness, as well as pharmaceutical brands.
New York, October 29, 2026 / PRNewswire / -- Front Row, a global growth partner that helps brands gain a leading position on Amazon, TikTok Shop, and Shopify, today announced its expansion into South Korea. It will provide direct local support for Korean beauty, health and wellness, as well as pharmaceutical brands, to help them launch and expand their businesses in the US market.
Seoul has become the sixth global office of Front Row, joining offices in New York, San Diego, Hamburg, Bratislava, and Amsterdam. This expansion comes at a time when Korean brands are growing rapidly in the United States, where Amazon has become one of the most important channels to reach American consumers. In the first half of 2026, sales of Korean facial care products on Amazon reached $818 million, a 80% increase from $456 million in the same period of 2025; in contrast, the overall facial care category on that platform saw a growth of 27% during the same period, with Korean-related products growing about three times as fast.
The Seoul office will be led by Senior Vice President of Korea, Jinny Kim. She has 25 years of professional experience at companies such as Coupang, Dentsu, Ogilvy, Mintel, and GroupM. She has served Korean and global brands in both local and international institutions and possesses extensive experience in promoting the growth of Korean brands on the global business stage.
Front Row Senior Vice President of Korea, Jinny Kim, stated: "Korean brands operate at a pace and with a cultural intuition that are difficult to replicate elsewhere: trend cycles are shorter, and content is inseparable from business. What founders need are partners who understand this rhythm. In my experiences at GroupM, Ogilvy, Dentsu, and Mintel, as well as more recently at Coupang, I have continuously come to understand this from two perspectives. This is also the value I hope to bring to this position: to connect my deep understanding of how Korean brands operate with the global infrastructure and business execution capabilities that Front Row has established in the United States and Europe. My job is to ensure that brands in the fields of K-Beauty, health and wellness, and pharmaceuticals can maintain their own pace while also accelerating their global scaling process."
Front Row indicates that in Seoul, the company will assist Korean brands in overcoming the most common challenges that hinder their growth in the United States:
- Achieving profitable growth in the United States: Accelerating development on platforms such as Amazon and TikTok Shop, helping brands to move from initial listing to becoming leaders in their categories.
- Reclaim control from resellers: Take control of product pages, pricing, and digital storefronts, allowing brands, rather than unauthorized sellers, to define how American consumers perceive them.
- Create content tailored to American consumers: Build a brand and create content that aligns the product story, selling points, and visual elements with the preferences of local buyers.
- Enhance brand visibility: Create demand through retail media, SEO, and optimization for searches targeting AI, and drive innovation in digital flagship stores on platforms such as Shopify.
- Making decisions based on real-time data: By utilizing the Front Row proprietary business intelligence platform Catapult, real-time dashboards are integrated with the specific execution efforts of the AI analytics and strategy team, enabling brands to monitor their performance and respond in a timely manner.
Front Row, co-founder and Chief Revenue Officer, Christopher Skinner stated: "Korea is shaping more than just the next wave of K-Beauty. It is influencing how the global beauty industry understands innovation, products, content, and business. The expansion of Front Row to Korea gives us the opportunity to directly connect this ecosystem with the experience we have accumulated in driving growth for beauty, health, wellness, and pharmaceutical brands in the United States and Europe. With the addition of Jinny – our first high-level recruitment in the region – we are building a two-way bridge: on one hand, helping Korean brands transform their local advantages into sustainable global growth, and on the other hand, bringing our international partners closer to the innovations and insights from Korea."
Front Row plans to hold a special event in Seoul at the beginning of 2027 to celebrate its opening, with more details to be announced later.
About Front Row
Front Row is a global growth partner that helps brands gain a leading position on various e-commerce platforms and succeed in business competition. The company integrates brand building, content creation, demand generation, platform acceleration of growth, and innovation on digital flagship platforms into a unified system, which is supported by its own business intelligence platform, Catapult. The Front Row team consists of over 550 professionals from 40 countries and regions and currently has six offices in New York, San Diego, Hamburg, Bratislava, Amsterdam, and Seoul. Its clients include Glossier, Tatcha, Ouai, Sol, de, Janeiro, K18, and La Mer. For more information, please visit frontrowgroup.com.
