Dr.G, the number-one skin care brand in Korea, is doubling down on the U.S. with an innovative distribution strategy that looks to capitalize on where younger consumers are discovering skin care.

Acquired by L’Oréal a little over a year ago, the dermatologist-founded line is launching on TikTok Shop, signaling its next phase of growth in the U.S. after its initial entry through Amazon.

“We’re taking ownership of the brand in the U.S. with plans to accelerate, starting with TikTok Shop,” said Christina Fair, president of the consumer products division of L’Oréal North America. “We have built a 360-degree campaign, creating awareness affiliates. We’re going to lean in even more with Amazon as well, and then look to see what the next phase is in terms of brick-and-mortar, too.”

This marks the first time that L’Oréal is launching a brand on TikTok Shop. “We’re entering this space at just the right time. TikTok Shop is a discovery channel,” said Fair. “We see that the people who we feel are going to be the consumers for Dr.G are already on TikTok Shop, and they’re there for discovery and education.”

Dr.G was founded by Seoul-based dermatologist Gun-Young Ahn, who opened his clinic in 1998 and launched the brand in 2003. Today, the line comprises serums, sunscreens, patches, cleansers and creams, with prices starting at $6.95 for R.E.D. Blemish Oil Control Paper and rising to $50 for R.E.D. Blemish Cool Soothing Trouble Gel Mask. Bestsellers include Black Snail Cream, $27, and an R.E.D. Blemish Clear Soothing Cream, $22.

L’Oréal’s timing is apropos. Skin care was the second largest category within beauty on TikTok Shop from January to June 2026, according to data by Circana. Medicube, Anua, Dr.Melaxin, CosRx, Skin1004, Jiyu and Sungboon led the K-Beauty sector, totaling more than $245 million in sales.

Fair said that Dr.G’s success in South Korea should help it break through the pack here. “Dr.G is used by Koreans, and is the number-one brand in Korea. To have a brand that’s so popular and big in Korea here is exciting for everybody,” she said, noting it’s also unusual to have a founder who is still very involved. “Also, the fact that Dr. Ahn is involved in the history of the brand, in creating the formulas, planning the clinicals and bringing that efficacy is unique from other brands that you’re seeing [on TikTok Shop].”

Looking ahead to the fourth quarter of 2026 and into 2027, L’Oréal’s priority is to build brand awareness within the U.S. market, with TikTok Shop a top priority. “We’re expanding this brand from a very low base of awareness,” said Fair. “We want to ensure the right products are in the spotlight, and the education is there. We also want to disrupt and come into this Korean beauty trend and ensure that we are targeting the right consumers.”