SUKOSHI Brings Asian-beauty Retail Theater to U.S. Malls with Four New Stores

A fast U.S. rollout: where the new SUKOSHI shops will land and why the brand is growing now

SUKOSHI said it will open new locations in Miami, Atlanta, Philadelphia and Garden City as part of a planned U.S. push. The company gave a timeline that puts these openings in the near term, staged over the coming months and into the next year, and described the expansion as a response to rising customer interest in Asian beauty and lifestyle brands across North America.

In its announcement the brand framed the move as a chance to bring a curated mix of skincare, cosmetics and lifestyle items to major shopping hubs while also offering experiences—think testing stations, live demonstrations and in-store events—that online shopping cannot provide. Company spokespeople said the openings are meant to build brand recognition, drive local foot traffic and create hubs for shoppers who want a hands-on way to explore Asian beauty trends.

What this means for shoppers and the Asian-beauty category in the U.S.

For shoppers, the new SUKOSHI stores aim to feel more like a small cultural showcase than a typical mall kiosk. The product mix will highlight popular East Asian skin and makeup names alongside less-known niche labels, with space for sampling and guidance from trained staff. That experiential focus is the big selling point: customers can try new formulas in person and get real-time help picking products.

From a category angle, SUKOSHI’s openings add momentum to a broader shift: Asian beauty has moved from niche to mainstream in the U.S. over the last few years. Mall shoppers who previously had to hunt online or travel to specialty districts will now find a physical, accessible place to explore those trends. For vendors, SUKOSHI provides an alternate route to reach U.S. customers without relying solely on e-commerce marketplaces.

Why the brand chose premium shopping centers and what that signals

The company emphasized placement in top-tier shopping centers and high-footfall regional malls. That tells you SUKOSHI is aiming for visibility and steady, walk-in traffic rather than tucked-away boutique lanes. Being inside well-trafficked malls also makes trial easier: a shopper can pop in between errands and sample a product without planning a special trip.

For mall operators, adding SUKOSHI brings a fresh experiential tenant that can help diversify a mall’s mix and attract younger shoppers who follow beauty trends on social media. For the brand, those partnerships can increase dwell time—shoppers stay longer when there are demonstration areas and events—which can translate into higher sales per visit compared with simple shelf-based retail.

City-by-city effects: jobs, visitors and local partnerships

Each new store will create a handful of retail and support jobs, the announcement said, from sales associates and beauty experts to store managers and part-time staff. In Miami and Atlanta especially, the brand expects to tap tourist and local fashion crowds; in Philadelphia and Garden City, the stores are pitched to pull steady regional traffic from nearby suburbs.

The release mentioned working with local mall teams and, in some markets, franchise partners to speed openings and adapt merchandising to local tastes. That model can boost local involvement and give each store room to tailor events and product selections to what shoppers in that city want.

SUKOSHI’s origin and how this round fits its longer story

SUKOSHI began as a concept focused on bringing Asian beauty and lifestyle goods to Western shoppers in a way that’s easy to explore and fun to experience. Over time it moved from pop-ups and online discovery to permanent retail, building a reputation for curated product lists and hands-on service. This round of U.S. openings is the next step: turning a niche curiosity into a repeatable retail format across multiple cities.

The brand’s strength, by its own telling, is curation plus experience. That combination helps it stand apart from large beauty chains that focus on mass assortment and from pure online sellers that lack physical touchpoints. By investing in store design, sampling stations and local events, SUKOSHI is pushing into the part of retail that still favors real-world presence.

What to watch next: openings, previews and what reporters should ask

Shoppers should expect firm opening dates, preview events, and social-media teasers from the stores as launches approach. The newsroom should press for specifics: exact opening dates, store size and layout, whether locations are corporate-owned or franchised, the list of brands being carried, and the planned staffing levels. Mall operators can also be asked about lease terms, promotional calendars and expected foot-traffic lifts tied to the openings.

Those details will show how bold the rollout really is—whether SUKOSHI is testing a cautious path to growth or betting on fast nationwide expansion backed by a larger rollout plan.

Photo: Max Vakhtbovycn / Pexels

Sources

• prnewswire.com