At the Amazon Beauty in Seoul 2026 conference in Gangnam, Seoul, Amazon Global Selling Korea head Shin Hwa-sook laid out four programs for next year, as reported by Chosunbiz and Korea JoongAng Daily.

Project Autobahn will take about 100 major K-beauty brands into Europe, covering tax registration, product certification, regulatory compliance and multilingual listings.

Project Million will coach 50 new sellers to more than $1 million in first-year U.S. sales, while Project Titan gives seven high-growth brands three years of intensive supply chain and marketing support.

Project Silk Road targets hair care: 50 new sellers and 200 new products in 2027, with 20 launching before Prime Day.

The surprise is that the expansion targets Europe, a region Shin says was 'held back not by a lack of demand but by entry barriers such as product certification and regulatory compliance,' according to Chosunbiz.

Chosunbiz reports that BIODANCE, which sold only in the UK last year, expanded to Germany, France, Italy and Spain and saw European sales rise 50 times year-over-year during October's Prime Big Deal Days — with the four non-UK countries now over half of its Europe sales.

Growth in France, Italy and Spain is accelerating alongside the UK, and Korea JoongAng Daily notes sales by Korean sellers grew faster in Europe, the Middle East and Australia than in the U.S.

The numbers behind the push are stark. From January to September, beauty sales by Korean sellers on Amazon nearly doubled year-over-year, as did sales by new sellers, and repeat purchases rose 20 percent, Chosunbiz reports.

Prime Day standouts included Medicube (APR) and Anua. The wildest stat is hair care: Korea JoongAng Daily reports Shin saying the hair care market is roughly as large as skin care, yet K-beauty's penetration is only about 1 percent.

Growth has a shadow. Chosunbiz reports Shin warning that counterfeits riding K-beauty's popularity threaten both brands and Amazon's own credibility, promising a 'zero-tolerance policy' built on AI filtering of suspect listings and a consumer self-verification system for authenticity.

Kolmar Group vice chairman Yoon Sang-hyun, who attended the event, told Chosunbiz that Korea is 'the best country in the world to run a cosmetics brand,' with its Olive Young, Naver, Coupang and Musinsa channels feeding global growth in which 'Amazon is playing the biggest role.'

Shin's own framing, per Korea JoongAng Daily: 'A craze cools down at some point, but if we set the standards and keep widening them, it won't disappear easily.' Brand lists for Project Titan will be announced later.