LG Household & Health Care CEO Sunjoo Lee Promotes K-Beauty in Mexico

[Financial News] LG Household & Health Care is targeting the Mexican and broader Latin American markets with Dr. Groot and THEFACESHOP as its flagship brands.
According to LG Household & Health Care on the 28th, the company participated in the '2026 K-EXPO MEXICO,' held in Mexico City from the 24th to the 27th. Hosted by the Ministry of Culture, Sports and Tourism and organized by the Korea Creative Content Agency, the event was the first comprehensive Korean Wave expo held in Latin America. LG Household & Health Care CEO Sunjoo Lee visited the venue to assess the local market and meet with buyers.
With a population of approximately 130 million, Mexico has the second-largest cosmetics market in Latin America after Brazil. Last year, South Korea's cosmetics exports to Mexico increased by approximately 150% year on year.
At the event, LG Household & Health Care prominently featured Dr. Groot and THEFACESHOP, which are expanding their businesses in North America. The promotional booths for the two brands, designed in the form of pop-up trucks, attracted an average of around 5,000 visitors per day during the event. On the second day, President Lee Jae Myung and First Lady Kim Hye-kyung, who were visiting Mexico on a state visit, as well as Chey Tae-won, chairman of the Korea Chamber of Commerce and Industry, visited the booths.
Dr. Groot showcased 12 products from its Scalp Revitalizing Solution (SRS) line, which is sold through Amazon, Sephora and Costco in the United States. The brand also offered personalized scalp diagnostics, product recommendations and product-texture testing programs.
THEFACESHOP showcased its Rice Water Bright cleansing line, which has recorded cumulative sales of more than 50 million units. It introduced three Rice Water Bright cleansing bestsellers and three new skincare products from the Migamsu Ready line, while also providing a space where visitors could try the products themselves.
LG Household & Health Care plans to expand its presence in the Mexican market following the event. It will work with local influencers to create Spanish-language content and raise brand awareness through product trials and other activities. Alongside expanding its offline sales network through local distributors, the company will also strengthen its online channels, including Mercado Libre, a leading e-commerce platform in Latin America.
An LG Household & Health Care official said, "Mexico is a strategic hub for our business in Latin America, where interest in Korean culture and K-beauty is high. Based on the consumer insights and marketing experience we have accumulated in Mexico, we will gradually expand our business opportunities into major Latin American countries, including Brazil."
[email protected] Kang Myeong-yeon Reporter