SUKOSHI, a leading North American retailer specializing in Asian beauty products, has announced a significant U.S. expansion, selecting New Jersey’s Garden State Plaza as the location for one of its newest stores.
The opening in the top-tier Paramus mall is part of a wave of major debuts across five iconic shopping centers nationwide, marking the brand’s most substantial push into the U.S. market to date. The retailer plans to add 40 new stores to its network by 2026, amplifying its role in bringing Japanese, Korean and other Asian beauty brands to North American consumers.
SUKOSHI, founded in 2018, is known for its curated assortment of over 200 brands and an immersive retail experience often defined by signature pastel interiors and iconic pink gondolas. While K-beauty has gained some mainstream visibility, CEO Linda Dang emphasized that SUKOSHI offers a deeper, more authentic variety that goes beyond trend cycles.
“As Asian beauty continues to shape global standards, we’re proud to be leading its expansion across North America,” Dang said. “Scaling is not just about opening stores. It is about setting a new standard for Asian beauty and giving customers a place where education and discovery feel natural.”
The addition of SUKOSHI to Garden State Plaza, one of New Jersey’s largest and most profitable malls, underscores the retailer’s strategy of targeting high-traffic, upscale locations. The New Jersey opening is scheduled alongside new locations at Aventura Mall (Miami), Lenox Square (Atlanta), King of Prussia Mall (Pennsylvania), and Bellevue Square (Washington).
In addition to retail, SUKOSHI acts as a brand accelerator, providing a launchpad for emerging beauty brands through in-store collaborations, influencer partnerships, and North American distribution. The company recently became the exclusive retailer for global cult-favorites RED CHAMBER and Girlcult, ensuring the new Garden State Plaza store will feature exclusive products.
