SUKOSHI Brings Asian-Beauty Flagships to America’s Top Malls — What Shoppers Will Find and Why It Matters

A new retail move that aims to make malls feel fresh again

SUKOSHI announced it will expand into the U.S. with several brick-and-mortar locations in top-tier shopping centers. The rollout is meant to put the brand where heavy foot traffic already exists, offering a physical home for Asian beauty products that many customers have previously bought online or in small specialty shops.

The company framed the move as more than a few stores: management said the plan includes multiple flagship locations and shorter-term pop-ups in marquee retail destinations. For shoppers, that means a chance to try products in person, speak with trained advisors, and buy items immediately rather than waiting for delivery.

Which cities and formats are on the list?

In its announcement, SUKOSHI described a rollout that targets major U.S. gateway markets and top shopping malls rather than small strip centers. The company said it will open a mix of permanent flagship stores and temporary pop-up locations, with a first wave of openings scheduled to begin next year and additional locations to follow.

Details in the release named several marquee retail destinations and said the brand is working with established mall owners and leasing partners to secure space. The plan calls for larger-format flagship stores that serve as brand centers and smaller pop-ups that act as testing grounds or seasonal presences.

Leases and specific partnerships were described as being finalized; the company emphasized flexible openings so it can respond to local demand. That approach—pairing a handful of big flagships with rotating pop-ups—is a common retail strategy for brands trying to build awareness fast while keeping capital outlay manageable.

What shoppers will see inside a SUKOSHI store

SUKOSHI’s format focuses on Asian beauty: curated skincare and makeup from Korea, Japan and other parts of Asia, alongside accessories and tools. Stores will feature tester counters, product demo stations, and staff trained to explain routines, ingredients and layering techniques—things that are hard to convey online.

The in-store experience is designed to be interactive rather than just a shelf full of boxes. Expect product samplers, mini skincare consultations, and displays that highlight trending items and limited-edition drops. The brand also plans to carry both well-known names and niche labels, positioning itself as a one-stop place for shoppers who want to explore Asian-beauty trends without wading through many different stores.

For busy shoppers, the draw is convenience and a try-before-you-buy moment. For people curious about new brands or ingredients, having knowledgeable staff and on-the-spot demos can be a big lure.

Why this matters for malls and the wider beauty market

The move comes at a time when malls and big shopping centers are rethinking their tenant mixes. Retail landlords have been chasing concepts that drive foot traffic and encourage longer visits—experiences, dining, and specialty retail often fit that bill better than commodity stores.

Asian-beauty products have been a growth category for years, first online and then via specialty e-tailers. By putting physical stores into busy malls, SUKOSHI is betting that in-person discovery will convert curious browsers into repeat customers and that these stores will add fresh reasons for people to visit the malls themselves.

For existing beauty chains and department stores, the arrival of a focused Asian-beauty specialist adds a new competitor for a certain slice of shoppers. Large national players, including Ulta (ULTA), already carry wide assortments and services; SUKOSHI is positioning itself as a more curated, discovery-driven alternative that may appeal to younger shoppers and trend seekers.

Company comments and what to watch next

The company framed the expansion as the next step in making its assortment accessible to American consumers. Executives said they see strong demand for hands-on retail experiences and believe their store formats will create loyal customers by combining expert service with curated product mixes.

Key milestones to watch: the exact opening dates for the first flagships, store size and layouts, the identities of the mall partners and any exclusive brand deals, and early sales or foot-traffic signals once stores open. The newsroom will follow how shoppers respond and whether the stores boost visits at the malls that host them.

At a practical level, the success of this plan will hinge on execution—turning online interest in Asian beauty into repeat in-person business without overspending on rent or staffing. If SUKOSHI manages that balance, the rollout could be a neat example of how niche brands bring new life to large retail spaces.

Photo: Ivan S / Pexels

Sources

• prnewswire.com