Exchange associates have another way to connect shoppers with one of the fastest-growing trends in skincare. K-beauty products are arriving at nearly 65 Exchange stores worldwide, helping meet customer demand while strengthening the value of the Exchange benefit.
The assortment launched in July in CONUS and will arrive in OCONUS soon, expanding access to globally recognized Korean beauty brands.
“Military shoppers asked for K-beauty, and the Exchange listened,” said Exchange Senior Buyer for Prestige Cosmetics Marissa Tinoco. “This launch gives associates more on-trend products to offer customers while delivering the value and innovation military shoppers expect from the Exchange.”
For associates, the launch reflects how the Exchange continues to respond to changing customer preferences. Interest in K-beauty continues to grow as shoppers look for science-backed skincare, gentle formulas, hydration-focused routines and the smooth “glass skin” finish popularized through social media influencers.
The lineup includes moisturizers, cleansers, serums, ampoules, essences and lip glosses from top brands like COSRX, Dr. Melaxin and Sungboon Editor. This gives store teams more ways to support shoppers building beauty routines with luxury-inspired products at 15% below MSRP.
The Exchange will monitor top-performing brands during the next year to help guide potential expansion to additional stores in spring 2027. New K-beauty brands are also expected to be added during the next six months, and curated small door assortments will be coming to additional stores in late September.
“Success means customers coming back to discover something new and build beauty routines that work for them,” Tinoco said. “K-beauty offers affordable luxury and gives associates another opportunity to create excitement in the beauty aisle while supporting the Exchange’s mission to make life better for service members and their families.”
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