South Korean house of brands Goodai Global acquires US distribution company Hansung USA, advancing its vertical integration in distribution.WHO: Founded in 2017, Hansung USA is an Asian beauty expert group based in Irvine, California, partnering with brands across Asia, with strong relationships with K-beauty and J-beauty. The company creates and executes full 360 brand marketing programs to support sales across B2B, distribution, and D2C sales across major North American channels. Hansung USA distributes K-beauty products to major US retailers, including Ulta Beauty, Costco, and Target.Goodai Global was established in 2015 by beauty industry veteran and CEO Cheon Joo-hyuk. Its initial acquisition was of Joseon Beauty in 2019, followed by Tirtir, House of Hur, Skinfood, and Craver Corporation.WHY: The transaction secures direct control of local retail networks and logistics in North America. Vertical integration will improve operational efficiency ahead of a planned IPO and ensure greater margin control in overseas markets.DETAILS:  Goodai Global acquires Hansung USA.