On July 14, retailer and distributor K-Beauty World announced its debut at American cosmetics chain Ulta Beauty, which will bring eight of South Korea’s “most exciting” beauty brands to US consumers both online and in stores across the country.
It is backed by Landing International, a Los Angeles-based company that claims to be the engine behind the K-beauty movement in the US, and has played a major role in launching and scaling viral brands like COSRX.
As the first-of-its-kind retail concept, K-Beauty World aims to become a platform dedicated to the discovery of K-beauty brands, providing access to authentic Korean cosmetics.
A selection of over 200 skin care and makeup from Chasin’ Rabbits, I’m From, Mixsoon, NEOGEN, rom&nd, Some By Mi, Sungboon Editor, and UNLEASHIA are now available via Ulta Beauty.
According to K-Beauty World, these are not just trending items, but a collection of products and treatments with innovative ingredients, sensorial textures, and evidence-driven results from brands that are shaping the industry.
“K-Beauty World is more than just what’s new from Korea. It is about what’s next in beauty for all ages, skin tones, and budgets. Ulta Beauty, with its unparalleled reach, commitment to inclusivity, and passion for innovation, is the perfect partner to bring this vision to life.
“Together, we’re introducing US consumers to a new era of K-beauty — one that blends cultural storytelling with cutting-edge formulations and truly accessible retail experiences,” said Sarah Chung Park, creator of K-Beauty World.
At the same time, Ulta Beauty believes that the collaboration will help meet the rapidly growing demand for accessibility to Korean beauty innovations in the US.
“This exclusive partnership brings time-honoured, high-performing products that have been long trusted by Korean consumers to a broader audience, making it easier than ever for beauty lovers across the country to experience the power of K-beauty.
“While we have offered many K-beauty brands within our skin care assortment for some time now, we are thrilled to enter this next phase of growth and expansion with even more brands to discover across categories and price points,” shared Kaitlin Rinehart, Vice President of Merchandising at Ulta Beauty.
To gain bigger exposure, K-Beauty World is conducting a travelling immersive pop-up event called K-Beauty Mart, which is modelled after Korea’s convenience stores.
The activation has been completed at several locations, with the next one happening at Lollapalooza in Chicago end-July and more stops planned for later this year.
Designed as a beauty playground, the K-Beauty Mart includes interactive displays, live product demos, and early access to new products.
Popping up in Europe
Currently exporting to over 75 countries, Korean derma-cosmetic brand MEDIPEEL is actively expanding its overseas footprint across key Asian markets as well as North America and Europe.
Its most recent initiatives include taking part in its first offline event in Europe — a pop-up store at Printemps Haussmann department store, a renowned landmark in Paris, which will run throughout the summer (July 1 to August 31).
The project is a collaboration between Printemps and Shinsegae Hyper Ground, a platform established by Shinsegae Department Store to support Korean brands’ global expansion.
Each participating brand will be given a dedicated “Brand Week”, during which they will be highlighted at the central zone of the pop-up store.
Chosen as a featured K-beauty brand, MEDIPEEL looks to engage directly with local consumers, and boost brand awareness through interactive experiences rather than static product displays.
During its Brand Week scheduled in August, MEDIPEEL will be holding various on-site activities, such as an experience zone with Young Cica character HOKA, as well as branding videos and vibrant elements to create a dynamic space that brings the brand identity to life.
Besides gifts with purchase, the brand will also host a roulette event offering its hero product as a prize.
Some of its flagship bestsellers that will be showcased at the pop-up include Red Lacto Collagen Wrapping Mask, Red Lacto Collagen Clear 2.0, and the Young Cica PDRN line, a range of cica-based products formulated with vegan PDRN and tea tree exosomes.
“It is incredibly meaningful for us to introduce the value of our brand at one of France’s most prestigious and historic department stores. We hope this pop-up will elevate our brand recognition in Europe and demonstrate the strength of a science-driven derma-cosmetic brand from Korea,” said MEDIPEEL.
