K-beauty companies are increasingly segmenting their overseas business personnel. Previously, overseas sales teams handled multiple countries simultaneously; recently, however, they have been separately securing sales and marketing staff targeted at specific regions such as Latin America, the Middle East, and Southeast Asia. As K-beauty export markets expand, efforts to secure talent capable of directly growing local businesses are accelerating.
According to industry sources on the 12th, APR is recruiting experienced overseas B2B (business-to-business) sales personnel to handle Latin America, MENA (Middle East and North Africa), and Asia regions. Their role involves analyzing market conditions and consumer trends in their assigned countries, as well as identifying local retail, wholesale, and distribution partners. Responsibilities also include managing all aspects of country-specific B2B transactions, including pricing policies, promotions, logistics, and settlements. The company prioritizes candidates with proficiency in second languages such as Spanish or Arabic, requiring region-specific expertise. APR has previously recruited for a recruitment-linked internship program for overseas B2B sales within the same regions.
K-beauty distribution company Siliconto has separately targeted the Middle East market. Recently, it recruited for "K-Beauty SNS Middle East Channel Planner and Influencer" positions to find personnel responsible for operating local SNS channels and collaborating with influencers. Siliconto is expanding its global business by connecting not only with offices in the U.S. and Europe but also with overseas subsidiaries in the Middle East and Southeast Asia.
Brand companies are also segmenting their organizational structures by country. Goodai Global is securing sales and marketing personnel for each country with a focus on the Southeast Asian market and has established separate positions responsible for individual markets such as Vietnam. Dalba Global also recently recruited for Thailand offline LINE sales and marketing roles. This goes beyond merely managing local distribution networks; it involves overseeing both offline LINE channel expansion and marketing efforts.
A notable change seen in job postings is the scope of work. In the past, the core focus was on identifying overseas clients and exporting products. Now, however, there is a growing emphasis on tasks that directly target local consumers, such as securing retail store placements, operating e-commerce platforms, managing SNS and influencer marketing, and overseeing offline LINE stores.
The background to this shift is the expansion of K-beauty export markets. In the first half of this year, SME (small and medium-sized enterprise) cosmetic exports increased by 30.7% compared to the same period last year. Exports to Latin America surged particularly high, rising by 131.9%. As K-beauty export fronts have expanded beyond their traditional focus on North America and Europe to include Latin America, the Middle East, and Southeast Asia, companies are concentrating on enhancing their responsiveness to each market.
Industry experts believe that to seize new markets, product competitiveness alone is insufficient; local distribution and marketing capabilities are equally crucial. An industry insider stated, "As K-beauty builds recognition in multiple countries, the focus has shifted from simply sending products to building brands locally." They added, "How quickly companies can secure personnel who understand local consumers and distribution environments will significantly impact overseas business performance."
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