Korean skincare brand Dr.G has officially launched on TikTok Shop in the United States, strengthening its retail presence in the market as it accelerates its international expansion under L’Oréal ownership.
The launch follows L’Oréal’s acquisition of Dr.G in 2024 and comes as the French beauty giant continues to invest in the global K-beauty category. The United States is one of the first key markets targeted in Dr.G’s next phase of international growth.
The expansion comes against a backdrop of strong international momentum for Korean beauty. According to NielsenIQ, global K-beauty value sales increased by 53% year over year as of July 2026. [1]
“Our ambition is to bring Korea’s most popular skincare brand, Dr. G, to every K-beauty consumer in America. Dr.G was developed by a dermatologist more than two decades ago to deliver clinic-level results at an accessible price point,” said Tina Fair, President, North America, L’Oréal Consumer Products Division. “We are excited to expand the brand’s presence in the United States and introduce more consumers to K-beauty.”
From Amazon to TikTok Shop
Dr.G initially entered the U.S. market through Amazon. Its new TikTok Shop storefront adds another retail and discovery channel, targeting consumers who increasingly discover and shop for beauty products through social platforms.
The TikTok Shop assortment comprises seven products, including best-selling formulas from the R.E.D and Black Snail collections. Prices range from $25.99 to $44.99.
The launch also includes five TikTok Shop-exclusive bundles, priced from $29.99 to $89.99 and offering savings of up to 63% compared with full retail prices.
The TikTok Shop launch is being supported by a 360-degree U.S. marketing campaign encompassing social content, creator partnerships, out-of-home advertising, influencer activations and launch events in New York and Los Angeles.
Dermatological positioning
Founded in 2003 by Korean dermatologist Dr. Gun-Young Ahn, Dr.G was developed around the combination of dermatological expertise, clinically tested ingredients and formulas designed with sensitive skin in mind.
The brand’s portfolio includes ingredients associated with Korean skincare, including Centella Asiatica, PDRN and Black Snail Mucin.
“When I founded Dr.G, I wanted to bring the knowledge and care of dermatology beyond the clinic and into people’s everyday lives,” said Dr. Gun-Young Ahn. “Our continued expansion on TikTok Shop in the U.S. is an exciting new chapter for Dr.G — connecting our Korean dermatological heritage and science-driven approach with a new generation of consumers who are discovering, learning and shopping for skincare in entirely new ways.”
Dr.G says it is currently the No. 1 skincare brand in South Korea, based on penetration according to Worldpanel by Numerator (formerly Kantar Korea), covering the period from March 23, 2020 to March 23, 2025. [2]
