K‑Beauty World Launches Nationwide at Ulta as U.S. Demand Surges
Korean beauty has transcended its niche status. Once a small presence in American skincare aisles, it’s now a growing part of everyday routines across the country.
K‑Beauty World, a retail platform created by Landing International and curated by Sarah Chung Park, is launching nationwide at Ulta Beauty. The launch brings eight Korean beauty brands to stores and online at ulta.com, offering more than 200 products across skincare and color cosmetics.
The featured brands include NEOGEN, Rom&nd, Some By Mi, Chasin’ Rabbits, Unleashia, I’m From, Mixsoon, and Sungboon Editor.
“K‑Beauty World is about more than just what’s new from Korea—it’s about what’s next in beauty for all ages, tones, and budgets,” said Sarah Chung Park, who led the platform’s development. “Together, we’re introducing U.S. consumers to a new era of Korean beauty—one that blends cultural storytelling with cutting-edge formulations and truly accessible retail experiences.” (PR Newswire)
Ulta’s Vice President of Merchandising, Kaitlin Rinehart, said the new partnership will “meet the rapidly growing U.S. demand for accessibility in Korean beauty innovation.” She added, “From effective ingredients to forward-thinking trends and packaging, we can’t wait for new and existing Ulta Beauty guests across all age groups to experience the curated assortment of K‑Beauty World brands” (PR Newswire).
The platform is built for discovery. It’s the first large-scale, U.S. retail concept designed specifically for Korean beauty, with immersive displays and shoppable sections designed to help people better understand what they’re buying. That includes heritage products, cult-favorite textures, and skin-first makeup that blends treatment with coverage.
The launch comes at a time of fast growth for Korean beauty in the U.S. In 2024, South Korea overtook France as the leading cosmetics exporter to the American market, according to Reuters. Even with new tariffs, demand for Korean beauty has stayed strong. Consumers continue to respond to affordable pricing, recognizable ingredients, and strong social media visibility.
According to CosmeticsDesign, searches for “Korean skincare” jumped 180% on TikTok last year, and Amazon saw a 78% year-over-year increase in Korean beauty sales. As the U.S. market matures, shoppers are looking beyond trends and toward products that combine cosmetic results with skincare benefits.
This moment is often called the second wave of K‑Beauty. The first wave brought BB creams, sheet masks, and oil cleansers. The second wave introduces makeup that treats the skin—like tinted serums, cushion foundations, and SPF-infused bases—with brands expanding their offerings to serve a wider range of skin tones better.
For example, brands like TIRTIR (not part of the K‑Beauty World launch, but often referenced in this trend) recently expanded their foundation line from three to 40 shades after listening to U.S. customers, according to Vogue.
To introduce K‑Beauty World ahead of its Ulta debut, Landing International also launched K‑Beauty Mart, a traveling pop-up modeled after Korean convenience stores. The interactive experience appeared at Westfield Century City in Los Angeles, SXSW in Austin, Coachella’s RevolveFest, and Bryant Park in New York City. It included live product demos, early access to new items, and a chance for shoppers to try before buying. The next stop is Lollapalooza in Chicago this July.
Ulta’s involvement gives the platform a broad, nationwide reach. While the retailer has long stocked Korean brands like Peach & Lily and COSRX, this marks the first time it’s dedicated physical space to a branded K‑Beauty collection built for ongoing expansion.
Shoppers can now explore products from I’m From, Mixsoon, NEOGEN, and others in select stores and online at ulta.com. The lineup covers a wide price range and includes skincare-first tints, cushion foundations, toners, cleansing oils, and textured serums known for delivering visible results.
More brands and seasonal rotations are expected later this year.
What K-beauty brands are you excited to see coming to Ulta Beauty?