Illinois wellness company Carlson Labs expands its international footprint with help from Coupang

A woman-led small business and global wellness brand is now expanding in South Korea

Carlson Labs was born when Susan Carlson launched the company with a single vitamin E product, inspired by her father’s health needs. Six decades later, the company is selling 300 nutritional supplement products to customers around the world with help from Coupang.

Carlson Labs is headquartered in Arlington Heights, Illinois, just outside Chicago, with a large manufacturing facility in Lincolnshire, Illinois. The company began introducing its products in South Korea when it connected with Coupang, a U.S. technology leader and online retailer. Coupang, a Fortune 150 company based in Seattle, helps U.S. businesses sell their goods to tens of millions of customers in more than 190 countries and territories.

Coupang, which is based in Seattle and serves millions of customers in Korea, Taiwan, Japan and other markets, helps American businesses open direct sales channels into Asia, allowing them to grow their revenue by reaching new customers. Coupang helped drive the sale of more than $5 billion in U.S. goods and services in overseas markets in 2025, and uses innovative technology and logistics support to deliver an exceptional shopping experience for its customers.

“We’ve engineered a sophisticated, AI-powered export engine designed specifically to scale American entrepreneurship,” noted Coupang VP Bill Anaya. “Our platform empowers everyone from small agricultural producers to major brands to reach a worldwide audience, allowing teams like Carlson Labs to diversify their income and accelerate growth in overseas markets.”

Expanding Wellness Through Coupang

Carlson entered the Korean market six years ago with Coupang, producing immediate impact for the company. In one recent quarter, Carlson saw a 48% increase in sales in the Korean market. The company has grown to about 160 employees and continues to hire as demand increases both domestically and internationally.

“Coupang allows us to connect with a broad and diverse customer base across Korea, reaching wellness-focused shoppers who may not otherwise discover our brand through traditional retail channels,” said Marco Rodriguez, export supervisor at Carlson Labs. “The speed at which customers receive their orders enhances satisfaction and builds trust. Plus, Coupang’s streamlined review process gives us valuable insights into how our products are performing with Korean consumers.”

In Korea, Coupang customers are increasingly embracing Carlson’s products, which range from Golden Aloe to the Glutathione Booster – a product designed to boost liver health and deliver powerful antioxidants, now emerging as a local bestseller.

“Korean consumers are savvy and selective, seeking trustworthy brands that bring innovation and excitement to their wellness routines, and we’re excited to support that demand,” said Rodriguez. “Coupang has been a cornerstone of our presence in Asia, fueling steady growth and brand recognition across the region.”

The company’s leaders also highlight three standout benefits of selling through Coupang:
• Reaching a wide market of wellness-minded consumers;
• Real-time reviews that build customer trust and provide insights to help sellers improve their offerings; and,
• Tailored product offerings that meet consumer preferences.

Building the future together

As Carlson celebrates its 60th anniversary, the company remains committed to the same values that shaped its founding: expertise, integrity, and a genuine commitment to family health. With Coupang as a partner, Carlson is positioned to bring wellness to more households globally.