The news: Canadian beauty retailer Sukoshi is ramping up its US expansion as demand grows for Asian beauty products. The company plans to open 40 stores this year, per Business of Fashion, putting it in more direct competition with Ulta Beauty and Sephora.

The business model: Sukoshi is one of many beauty retailers using K-beauty’s second wave of popularity to attract shoppers to its colorful, bright stores. While Sephora and Ulta are aggressively expanding their K-beauty selections, Sukoshi is betting that a wider assortment of products from across Asia, coupled with a pleasant in-store experience, will help differentiate it.

As founder and CEO Linda Dang told BoF, Asian beauty encompasses far more than Korean products. Sukoshi stocks items from emerging Japanese and Chinese brands like Girlcult and Red Chamber, and has plans to add Thai beauty. The company’s focus on indie brands provides differentiation and relevance as larger rivals sign exclusive distribution deals with prominent K-beauty players.

The implications: Sukoshi’s US expansion will add pressure to an already crowded beauty market. The retailer’s ability to tap into innovation from other markets could quickly capture the interest of beauty shoppers, most of whom—58.9%—find new products in stores, per our July US Consumer Path to Purchase survey.

Sukoshi could also siphon some of Sephora’s tween momentum: The company’s pastel shops, lower-priced brands, and assortment of K-pop merchandise and blind boxes are well calibrated to attract younger shoppers.