A view of Silicon2's Mexican subsidiary

K-beauty distribution platform Silicon2 announced on the 8th that its Mexican subsidiary has begun full-scale operations.

The Mexican subsidiary completed its local operational setup last month and officially launched business activities this month.

The subsidiary will serve as a strategic hub linking North and South America, as well as a key forward base for expanding the business across Latin America.

By building a local direct-purchase structure, the company has secured both logistics efficiency and price competitiveness, and it expects the operations to begin contributing to sales from this month.

"K-beauty exports to Latin America recently surpassed $200 million, and the local market is growing rapidly," Silicon2 said. "We will seize this shift as an opportunity to tackle the complex local logistics network and customs clearance barriers head-on and secure a unique competitive edge in the market."

Timed to coincide with the North American World Cup, Silicon2's Mexican subsidiary will also run K-beauty marketing campaigns locally.

The company plans to open a promotional booth at the "National Pavilions for the 48 World Cup Participating Countries," to be held at Chapultepec Park in Mexico City from the 9th to the 21st.

At the pavilion, Silicon2 will participate alongside Binggrae, known overseas for its "banana milk."

Silicon2 also plans to establish a Brazilian subsidiary within this year, and is currently carrying out the local administrative procedures with a view to completing the setup by year-end.

"Building on the expansion of our South American foothold, we will further strengthen our support for small and mid-sized Korean K-beauty brands going global," Silicon2 said. "Leveraging our solid global logistics infrastructure and data-driven marketing capabilities, we will expand our role as a 'global partner' that helps brands settle into local markets."