Usu Cosmetics

Usu Cosmetics is a Spanish skincare and makeup brand that sells Korean-formulated products through the Spanish pharmacy channel. Created in Spain and, according to the company, formulated and manufactured in South Korea, it was launched in 2018-2019 by Sara Gosálbez and positions itself as the first Spanish brand of Korean cosmetics built specifically for pharmacies [2]. The brand operates from Alicante province and is owned by the legal entity Summit Performance, S.L. [5]

The name comes from the Korean word 우수 (usu), which the company translates as "excellence." Usu remains active: it runs a live online store, distributes through more than 500 Spanish pharmacies, and publishes a roughly weekly blog, with posts continuing through mid-2026 [6].

Usu was founded by Sara Gosálbez, whom the brand describes as an entrepreneur passionate about Korean cosmetics. According to an early editorial account, she assembled an international team spanning formulation, packaging, design and marketing to build a brand fusing Eastern and Western beauty cultures [7].

The company's own history dates the launch to 2018-2019 [2]. One Tier-3 pharmacy blog page carries a 2016 date, but this predates the brand's stated launch and is treated as a likely template artifact rather than evidence of an earlier founding; the brand's own account is taken as authoritative [8]. The same pharmacy page also spells the founder's surname "Gonsálbez," which the brand site and editorial coverage record as a minor misspelling of Gosálbez.

Usu Cosmetics operates under Summit Performance, S.L., the legal entity named in the brand's legal notice. The company is based in Alicante province, Spain, with the legal notice referencing an address on Avenida Francisco Vitoria Laporta and the jurisdiction of the Alicante courts [5].

Usu describes its approach as "Fusion Skincare: East and West," combining Korean textures and efficacy with European accessibility, safety standards and the pharmacy channel. Its stated mission is to bring Korean cosmetics to Europe while adapting Asian beauty culture to a Western lifestyle, and the company lists quality, efficacy, innovation and excellence as its core values [2]. The brand follows what it calls a "Corea · España" model: formulas developed in Korea, then adapted to European skin types and preferences in texture, fragrance and feel [3].

Positioned as accessible dermocosmetics, Usu targets what one editorial review described as urban, cosmopolitan women aged 25 and over with medium purchasing power who follow beauty trends and shop through pharmacies and specialist perfumeries [7].

Usu's range covers facial care, serums and essences, day and night creams, eye-contour products, makeup, and cleansing devices and accessories. Named products include the Serum Cell Defense SPF 50 PA++++, The Retinal Midnight Repair, the Radiance Cell Night Mask and a Universal Cream, alongside the Nusu 2.0 and Easy Nusu silicone cleansing devices. A "USU Cell Longevity" line is built around the actives NMN and PDRN, which the company markets as cellular-longevity ingredients [3].

Among the ingredients Usu highlights are retinal, niacinamide, adenosine, centella asiatica, hyaluronic acid and a proprietary active it labels Resveratrox®; the company states that its hero ingredients have published clinical studies on PubMed [2]. On sustainability and compliance, the brand cites cruelty-free formulation, 100% recyclable packaging, and compliance with the EU Cosmetics Regulation (CE) No 1223/2009 with notification in the European Commission's CPNP portal.

Usu Cosmetics is active. It maintains a live e-commerce site, distribution across more than 500 Spanish pharmacies, and a blog updated roughly weekly, with the most recent recorded post dated 11 June 2026 [6]. Its scope is essentially single-country, focused on Spain, though the online store displays shipping options in several European currencies.