SALMON:LAB targets 1,200 Rossmann Poland stores, launches on Ulta Beauty online

Korean skincare brand SALMON:LAB is expanding its European retail footprint and entering the U.S. through Ulta Beauty online in November. The moves signal a push to turn early sell-through into broader distribution across two major beauty channels.

Why it matters: - SALMON:LAB is moving from test placement to wider retail distribution in Poland, where a 1,200-store Rossmann rollout would put the brand in more than half of the chain’s roughly 2,100 locations. - The U.S. launch on Ulta Beauty gives SALMON:LAB national reach online before any physical shelf rollout, which can help build a sales record for future expansion. - The expansion matters for Korean beauty brands because drugstore and specialty beauty channels often decide shelf space based on repeat purchase and sell-through, not launch buzz.

What happened: - SALMON:LAB, a Korean skincare brand developed and supplied by General Brands, Inc., a subsidiary of Corporation Dreamcos, is working to expand at Rossmann Poland from 120 stores to 1,200. - The brand entered Rossmann Poland in August 2026 with a 120-store rollout and an opening order of 50,000 units. - SALMON:LAB will launch online with Ulta Beauty in the United States in November. - The Ulta Beauty launch will be online only at first, not in stores.

The details: - Rossmann is the largest drugstore chain in Poland, with around 2,100 stores and about 18,800 employees. - A 1,200-store presence would shift SALMON:LAB from a trial listing to a national one in Poland. - The brand’s U.S. launch through Ulta Beauty gives the retailer nationwide sales data before deciding whether to add physical shelf space. - SALMON:LAB’s core lineup includes the VGENE range, which spans a PDRN Ampoule, toner, essence and cream, plus a squalane cleansing foam. - The PDRN Ampoule is a 30 ml concentrate. - SALMON:LAB products are built on PDRN derived from salmon and salmon roe extract. - The line is positioned around elasticity and barrier support. - In Korea, the range is certified as a functional cosmetic for wrinkle care and brightening. - Corporation Dreamcos operates SALMON:LAB, RUDIA, LOVELYCC, LADYBIZ and DUFT&DOFT.

Between the lines: - The company is using two different retail models at once: a drugstore expansion in Poland and an online-first beauty launch in the U.S. - That approach reduces dependence on one market and one channel while the brand gathers proof of demand. - The timing suggests Corporation Dreamcos wants retail momentum in Europe and the U.S. in the same quarter rather than building market by market.

What's next: - Rossmann Poland will decide whether SALMON:LAB moves beyond its current 120-store test into a 1,200-store presence. - Ulta Beauty will use online sales performance to gauge whether SALMON:LAB deserves broader distribution. - The brand’s next growth step depends on repeat purchase and sales data from both launches.

The bottom line: - SALMON:LAB is using early retail traction to push into major Polish and U.S. beauty channels at the same time, with expansion tied to how well the products sell, not just how well they launch.