{"id":12650,"date":"2026-08-25T09:15:58","date_gmt":"2026-08-25T14:15:58","guid":{"rendered":"https:\/\/publicaffairs-sme.com\/ExchangePost\/?p=12650"},"modified":"2026-08-24T15:48:47","modified_gmt":"2026-08-24T20:48:47","slug":"glow-up-k-beauty-launches-at-select-pxs-and-bxs","status":"publish","type":"post","link":"https:\/\/publicaffairs-sme.com\/ExchangePost\/2026\/08\/25\/glow-up-k-beauty-launches-at-select-pxs-and-bxs\/","title":{"rendered":"Glow Up: K-Beauty Launches at Select PXs and BXs"},"content":{"rendered":"

DALLAS \u2013 <\/strong>The Army & Air Force Exchange Service is bringing one of beauty\u2019s fastest-growing trends to military shoppers with the launch of K-beauty products at select PXs and BXs worldwid<\/a>e.<\/p>\n

Nearly 65 stores<\/a> 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\u2019s Beauty Hub<\/a>.<\/p>\n

\u201cMilitary shoppers asked for K-beauty, and the Exchange listened,\u201d said Marissa Carpenter, Exchange senior vice president, merchandising. \u201cThis launch gives all authorized shoppers access to innovative, high-performing beauty products at the value they expect from the Exchange.\u201d<\/p>\n

K-beauty has gained momentum with shoppers seeking science-backed skincare, gentle formulas, hydration-focused routines and the smooth \u201cglass skin\u201d finish popularized through social media influencers.<\/p>\n

Products include moisturizers, cleansers, serums, ampoules, essences and lip glosses. With the Exchange\u2019s 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.<\/p>\n

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.<\/p>\n

\u201cSuccess means customers coming back to discover something new and build beauty routines that work for them,\u201d Carpenter said. \u201cK-beauty offers affordable luxury and gives shoppers an exciting reason to return to the Exchange for the latest beauty trends.\u201d<\/p>\n

Honorably discharged Veterans are eligible to shop online at ShopMyExchange.com, while disabled Veterans also have in-store shopping benefits. More information on Veterans\u2019 shopping benefits can be found at\u00a0https:\/\/publicaffairs-sme.com\/Community\/veterans<\/a>.<\/p>\n

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\u00a0https:\/\/publicaffairs-sme.com\/Community\/dodcacbenefits<\/a>\u00a0for more info.<\/p>\n

Social-media-friendly version: <\/strong>K-beauty is coming to the Exchange! Shoppers can discover viral skincare favorites, innovative formulas and affordable luxury from top Korean beauty brands at select CONUS stores now and OCONUS stores later this month. Read more: https:\/\/wp.me\/p9Q7PG-3i2<\/a><\/p>\n

— 30 —<\/p>\n

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<\/sup>-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<\/a> or follow us on X at https:\/\/x.com\/shopmyexchange<\/a>.<\/p>\n

###<\/p>\n

Media Notes:<\/strong><\/p>\n

For more information or to schedule an interview with an Exchange representative please contact Karrington Bradley at 214-312-5111 or bradleykar@aafes.com<\/a>.<\/p>\n

Follow the Exchange:<\/p>\n

Facebook:\u00a0 www.facebook.com\/shopmyexchange<\/a><\/p>\n

Twitter:\u00a0 https:\/\/twitter.com\/shopmyexchange<\/a><\/p>\n

Instagram: @shopmyexchange<\/a><\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

DALLAS \u2013 The Army & Air Force Exchange Service is bringing one of beauty\u2019s fastest-growing trends to military shoppers with the launch of K-beauty products at select PXs and BXs worldwide. Nearly 65 stores will have an assortment of globally recognized Korean beauty brands and trending skincare products including COSRX, Dr. Melaxin and Sungboon Editor. […]<\/p>\n","protected":false},"author":314,"featured_media":12653,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[328,332,25,339],"tags":[160,174,106,772,107,771,770,69,33],"class_list":["post-12650","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-dod-civilian-shopping","category-md","category-press_releases","category-shopmyexchange-com","tag-aafes","tag-army-air-force-exchange-service","tag-army-and-air-force-exchange-service","tag-beauty-prestige-cosmetics","tag-exchange","tag-k-beauty","tag-korean-beauty","tag-military-discount","tag-press-release"],"parsely":{"version":"1.1.0","canonical_url":"https:\/\/publicaffairs-sme.com\/ExchangePost\/2026\/08\/25\/glow-up-k-beauty-launches-at-select-pxs-and-bxs\/","smart_links":{"inbound":0,"outbound":0},"traffic_boost_suggestions_count":0,"meta":{"@context":"https:\/\/schema.org","@type":"NewsArticle","headline":"Glow Up: K-Beauty Launches at Select PXs and BXs","url":"http:\/\/publicaffairs-sme.com\/ExchangePost\/2026\/08\/25\/glow-up-k-beauty-launches-at-select-pxs-and-bxs\/","mainEntityOfPage":{"@type":"WebPage","@id":"http:\/\/publicaffairs-sme.com\/ExchangePost\/2026\/08\/25\/glow-up-k-beauty-launches-at-select-pxs-and-bxs\/"},"thumbnailUrl":"https:\/\/publicaffairs-sme.com\/ExchangePost\/wp-content\/uploads\/sites\/3\/2026\/08\/PA-KBeauty.jpg?w=150&h=150&crop=1","image":{"@type":"ImageObject","url":"https:\/\/publicaffairs-sme.com\/ExchangePost\/wp-content\/uploads\/sites\/3\/2026\/08\/PA-KBeauty.jpg"},"articleSection":"DoD civilian shopping","author":[{"@type":"Person","name":"Karrington Bradley"}],"creator":["Karrington Bradley"],"publisher":{"@type":"Organization","name":"The Exchange Newsroom","logo":""},"keywords":["aafes","army & air force exchange service","army and air force exchange service","beauty. prestige cosmetics","exchange","k-beauty","korean beauty","military discount","press release"],"dateCreated":"2026-08-25T14:15:58Z","datePublished":"2026-08-25T14:15:58Z","dateModified":"2026-08-25T14:15:58Z"},"rendered":"