DALLAS – The Army & Air Force Exchange Service is bringing one of beauty’s fastest-growing trends to military shoppers with the launch of K-beauty products at select PXs and BXs worldwide. (https://flic.kr/p/2sx6Gwz)
Nearly 65 stores (https://publicaffairs-sme.com/Community/wp-content/uploads/sites/5/2026/08/Exchange-Participating-Store-List-K-Beauty-World-Launch.pdf) will have an assortment of globally recognized Korean beauty brands and trending skincare products including COSRX, Dr. Melaxin and Sungboon Editor. Shoppers can shop online and in-store. A list of participating stores can be found on the Exchange’s Beauty Hub. (https://publicaffairs-sme.com/Community/beauty-bar/)
“Military shoppers asked for K-beauty, and the Exchange listened,” said Marissa Carpenter, Exchange senior vice president, merchandising. “This launch gives all authorized shoppers access to innovative, high-performing beauty products at the value they expect from the Exchange.”
K-beauty has gained momentum with shoppers seeking science-backed skincare, gentle formulas, hydration-focused routines and the smooth “glass skin” finish popularized through social media influencers.
Products include moisturizers, cleansers, serums, ampoules, essences and lip glosses. With the Exchange’s military-exclusive pricing strategy of 15% below MSRP for prestige cosmetics, shoppers can explore trending beauty products while receiving exceptional value and tax-free savings.
New K-beauty brands are expected to be added during the next six months, and curated small door assortments will be coming to additional stores in late September.
“Success means customers coming back to discover something new and build beauty routines that work for them,” Carpenter said. “K-beauty offers affordable luxury and gives shoppers an exciting reason to return to the Exchange for the latest beauty trends.”
Honorably discharged Veterans are eligible to shop online at ShopMyExchange.com, while disabled Veterans also have in-store shopping benefits. More information on Veterans’ shopping benefits can be found at https://publicaffairs-sme.com/Community/veterans
Department of War and Coast Guard civilians with a Common Access Card are also eligible to shop at the Exchange in store and online. These shoppers can visit https://publicaffairs-sme.com/Community/dodcacbenefits for more info.
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Since 1895, the Army & Air Force Exchange Service has gone where Soldiers, Airmen, Guardians and their families go to improve the quality of their lives by providing valued goods and services at exclusive military pricing. The Exchange is the 60th-largest retailer in the United States. 100% of Exchange earnings support military communities. In FY 2025, the Exchange generated $307 million for military Quality-of-Life programs. In the last 10 years, the Exchange has generated $2.4 billion in dividends to Quality-of-Life programs. The Exchange is a nonappropriated fund entity of the Department of War and is directed by a Board of Directors. To find out more about the Exchange history and mission or to view recent press releases please visit our website at http://www.shopmyexchange.com or follow us on X at https://x.com/shopmyexchange.
Media Notes: For more information or to schedule an interview with an Exchange representative please contact Karrington Bradley at 214-312-5111 or bradleykar@aafes.com.
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