Nothing to See in a Small Store? Think Again!

US BEAUTY

In the beauty supply industry, economies of scale favor the big players—vast spaces, deep inventories, and lower prices. Smaller shops can’t easily compete on those terms, yet their size can be an asset. In Lawrenceville, Georgia, US Beauty is defining its own niche amid six or seven larger competitors. At a time when the market leans toward large-scale operations, US Beauty shows how flexibility, focus, and personal connection can help a small store thrive.

“Customers Remember the Stores That Truly Resonate”

The business owner, Kang Sungkwon immigrated to the U.S. in the late 1980s, worked in a variety of industries, and eventually opened his beauty supply business during the COVID-19 pandemic. “I started out in Winder, Georgia. After about five years there, I feel like I’ve finally found my footing.” His time in the industry may be short, but those around him often remark that he “seems like someone who’s been doing this for decades.”

“I visited many Korean-run stores and was struck by how each one reflected its owner’s personality. Some were clean and modern, while others had an old-fashioned charm that still worked. In the end, the right customers always seemed to find their own taste in each store.”

That’s why US Beauty never tried to copy others. The store is solidly built—like a compact version of a big shop—yet its operation clearly reflects Kang’s personality. Seasonal, trend-conscious displays catch the eye, the layout is tidy, and the flow feels effortless. When the door opens, the routine mechanical greeting is quickly followed by Kang’s own warm welcome: “Hello, how are you?” or “Good morning.”

Agility in Action: Adapting to Local Demand

Outside major cities like LA and New York, stores under 3,000 square feet are considered small. Yet US Beauty makes the most of its compact space, stocking everything from new launches to steady sellers and brand favorites. Rather than pushing large quantities, ㅡ Mr. Kang closely observes local shopping patterns and quickly adjusts the lineup.

실제로 이전에 운영하던 매장에서는 클리퍼가 잘 팔렸지만, 이곳에서는 가격을 낮춰도 잘 안나간다. 대신 쥬얼리, 향수, 화장품이 반응이 좋다. 뷰티 특성상 같은 주 안에서도, 심지어 길 하나 사이에 둔 매장들 사이에서도  수요가 다르다고 하는데,  US Beauty는 그 변화를 빠르게 읽고 반영하는 것이 큰 경쟁력이다. 덕분에 진열대에는 늘 손님이 원하는 상품이 놓이고, 아무리 유행하는 제품이라도 반응이 없으면 곧바로 교체된다.

At one location, clippers sold briskly; here, even at lower prices, they barely move. Instead, jewelry, perfume, and cosmetics lead sales. In beauty, demand shifts not just from state to state but sometimes between stores across the street. US Beauty’s real advantage lies in reading these changes quickly and responding just as fast. Shelves are always refreshed with what customers want, and even trendy items are swapped out immediately if they don’t sell.

Much of this agility comes from Mr. Kang’s wife. With her background in fashion, she has a keen eye for style and selects new products each week. The handwritten price tags and discount signs throughout the store are also her touch—small details that gently steer customers’ choices. As Ms. Kang puts it, the goal isn’t to work around the limits of being small, but to turn that smallness into an advantage—moving faster and staying closer to the customer.

Competing on ‘Treatment’ Rather Than Price

When envisioning the store, Mr. Kang looked to Trader Joe’s rather than the Walmart-style big-box model. The goal was to create a store where customers enjoy convenience and a pleasant shopping experience.

1. Location Strategy – Convenient Accessibility

US Beauty is located between Walmart and Dollar Tree. Though the location may seem like a disadvantage, it actually works as an advantage—Walmart and Dollar Tree shoppers frequently visit US Beauty during the same trip. Convenient parking right in front of the store is another advantage, sparing customers the long walk through a big mall lot. Customers now see it as an “easy-to-visit store,” making it a frequent stop in their daily routines.

2. In-Store Experience – ‘Treatment’ Rather Than Purchase

Instead of plastic bags, items are placed in small paper bags, making purchases feel like gifts rather than routine shopping. This detail appeals especially to male customers—the bags look natural in a car or office—and helps break the perception that beauty shops are only for women, encouraging men to return comfortably.

3. Reward System – Simple and Attainable

Unlike most stores that require 10+ purchases for rewards, US Beauty offers a 20% discount after just five visits. Customers see this as achievable—“I can reach this quickly”—making the reward feel within reach. As Mr. Kang admits, “Honestly, not many customers complete the full 10 visits,” but this simpler system motivates repeat visits.

4. Local Network – A Community Connector

Business cards for local barbers and barbershops are displayed at the counter. Beyond convenience, this positions the store as a local hub, giving customers access to trusted information while reinforcing US Beauty’s role in the community.

5. Personalized Perks – Small Gestures That Matter

While big stores rely on large sales events, US Beauty sets itself apart with thoughtful, personal touches. During our visit, a customer came in with her child, and Mr. Kang offered a small ‘birthday discount.’ It wasn’t costly, but it created a lasting memory and deepened the customer’s connection to the store.

6. Practical Wigs with Real Value

Mr. Kang has a keen sense of his customers’ financial realities. Once eager to grab two or three items, shoppers now stick to essentials or price-check before buying. In response, US Beauty shifted its strategy. Affordable, practical wigs now take center stage, ensuring customers see value options as soon as they walk in.

US Beauty is run by a husband-and-wife team, leaving no gaps in service. When customers look for a product, Mr. Kang personally guides them through the displays, chatting, identifying needs, and suggesting alternatives. This personalized touch has earned glowing Google Reviews, which in turn build trust and attract new customers—a virtuous cycle of service and reputation.

The Appeal of a Small Shop That Has It All

Mr. Kang sees the store’s small size as its greatest strength. In such a space, he can immediately sense the mood, making customer comfort and respect for the atmosphere a top priority. He finds inspiration in watching customers of all ages express their style freely and bring joy into each day.

Without flashy interiors or giant warehouses, US Beauty fills the gaps big-box stores overlook and delivers a tailored experience that feels remarkably powerful.