Global health and beauty distribution company Grace Inc. (CEO Abraham Sun Cho) has taken a major step toward expanding its U.S. presence by participating in Cosmoprof North America 2025 (CPNA 2025), held from July 15 to 17, 2025 (local time) at the Mandalay Bay Convention Center in Las Vegas.
Now in its 22nd edition, CPNA is the largest B2B beauty trade show in the United States, bringing together more than 1,100 brands and over 26,000 industry professionals from around the world, serving as a premier global networking platform.
At this year’s exhibition, Grace attracted significant attention by showcasing a wide range of K-beauty brands—including House of Dohwa, ClearDea, Keyth, 23yearsold, and MIP—from its prominent booth located at the center of the exhibition hall.
During the event, the company also engaged in active business discussions with major U.S. retail chains such as Costco, Target, Ulta Beauty, Sephora, and Walmart, aiming to accelerate entry into local distribution channels. In addition, Grace assessed the U.S. market readiness of more than 30 partner brands, preparing to expand its global portfolio.
Recently, Grace established its U.S. subsidiary Grace America, positioning the United States as a key strategic hub for its global distribution network.
A company spokesperson noted, “The U.S. is one of the most promising markets for K-beauty growth. By strengthening our distribution infrastructure and accelerating localization, we aim to elevate our status as a truly global brand. Through trade shows, new partnerships, and marketing initiatives, we will continue to expand our presence in the U.S. market.” The spokesperson further added, “We expect 25% to 50% of our total revenue to come from overseas markets in the coming years, underscoring our strong commitment to global growth.”
Currently, Grace distributes more than 50 brands across Europe, Japan, and the United States, offering comprehensive solutions spanning brand discovery, export, logistics, and local marketing—further cementing its position as a global brand builder.
