L’Oréal Expands K-beauty Portfolio with Acquisition of Dr. G

In an expansion of its global beauty offerings, L’Oréal has announced the acquisition of the South Korean skin care brand Dr. G from Migros’ subsidiary, Gowoosesang Cosmetics Co. Ltd. This move underscores L’Oréal’s strategic focus on capturing the dynamic K-beauty market, which has continued to influence global beauty trends.

Founded in 2003 by dermatologist Gun Young Ahn and based in Seoul, Dr. G has established itself as a leader in the Korean beauty industry. The brand is renowned for its scientifically developed, yet affordable skin care solutions, catering to a growing demand for high-quality, accessible beauty products.

This acquisition marks L’Oréal’s second venture into the Korean beauty market, following its purchase of Stylenanda and its 3CE makeup range in 2018. K-beauty has seen a resurgence internationally, driven by innovative products like BB Creams and cushion-based foundations that originated in Korea over a decade ago. The trend has gained further traction through social media platforms like TikTok, where products like Beauty of Joseon’s Relief Sun: Rice + Probiotics SPF 50+ have achieved viral status.

Dr. G will be integrated into L’Oréal’s Consumer Products Division. With this acquisition, L’Oréal plans to leverage Dr. G’s existing omnichannel strategy, which includes a significant presence both online and in major retail outlets across South Korea, where it ranks among the top-three mass-market and dermocosmetic brands.

L’Oréal executives express confidence that Dr. G’s alignment with the company’s mission—to democratize and premiumize beauty—will enhance its skincare portfolio and help to accelerate the brand’s growth both domestically and globally. This acquisition enhances L’Oréal’s footing in the Asian beauty market and also promises to extend the reach and influence of K-beauty innovations to a worldwide audience