Seoul Economic Daily reports that Kurly, the Korean e-commerce operator best known for fresh grocery delivery, plans to put its private-label beauty brand Dew on Amazon and TikTok Shop in the United States by the end of this year.

The company unveiled Dew only in September as a dermatology-based brand with two two-step facial film masks: the Dew Glow 5X Toning Two-Step Facial Film Mask for brightening and the Dew Hydro 5X Hyalcore Two-Step Facial Film Mask for hydration and moisturizing.

Kurly plans to start with sheet masks and expand the lineup depending on how American consumers respond, and it has begun recruiting specialists to support the U.S. expansion.

The surprise is the timeline. Kurly is pursuing a two-track strategy, pairing Kurly USA, the cross-border platform it opened in August last year, with the major local marketplaces to build awareness and attract new customers.

Marketing collaborations tied to the existing cross-border business are expected to generate synergies.

The channel choice looks deliberate given what Circana data shows. According to WWD, TikTok Shop's beauty and personal care category has seen $2.08 billion in sales from January to June 2026, making it the platform's largest category, and TikTok Shop ranks third in beauty e-commerce overall.

WWD also reports the top-selling skin care products on the platform are all K-beauty — Medicube's PDRN eye patches and glass glow sets plus Dr.Melaxin collagen sets — and that Medicube, Dr.Melaxin, Jiyu, Sungboon, CosRx, Skin1004 and Anua collectively generated more than $245 million in that period.

Circana's Larissa Jensen told Fairchild Studio the platform has created a more democratized beauty marketplace where authenticity and results matter more than legacy status.

Seoul Economic Daily frames the move as an attempt to develop beauty into a new growth engine as competition intensifies in Korea's domestic e-commerce market, diversifying a business structure centered on fresh grocery delivery.

Industry watchers quoted by the outlet interpret the U.S. entry as linked to a strategy to raise Kurly's valuation ahead of a renewed push for an initial public offering.

The company has earnings momentum to point to: consolidated second-quarter revenue rose 27% from a year earlier to 734.8 billion won, while operating profit surged 1,991% to 27.4 billion won — its best quarterly performance on record, according to Seoul Economic Daily.

A Kurly official told Seoul Economic Daily that Dew, the company's first beauty private-label brand, will build awareness through Amazon and TikTok Shop to test its global competitiveness, with business expansion to be reviewed based on local response.

For beauty watchers, the test is whether a grocery platform's skincare label can replicate the creator-driven success WWD describes, where challenger brands can move from niche discovery to meaningful sales volume in a short period when products resonate with consumers and creators.