K-Beauty World, a retail platform dedicated to Korean beauty product brands, has made its nationwide debut in Ulta Beauty stores and online. Created as a destination for U.S. consumers to access authentic Korean beauty, the platform, powered by Landing International, offers more than 200 products across skincare and color cosmetics.
“This exclusive partnership brings time-honored, 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,” said Kaitlin Rinehart, VP of Merchandising at Ulta Beauty in a statement. “While we have offered many K-Beauty brands within our skincare 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.”
To raise its profile among U.S. consumers, K-Beauty World launched a traveling immersive K-Beauty Mart pop-up modeled after Korea’s beloved convenience stores. The pop-up, which includes interactive displays, live product demos and exclusive early access to products, has appeared at Westfield Century City in LA; South by Southwest; RevolveFest during Coachella and at NYC’s Bryant Park. Next stop: Chicago for Lollapalooza later this month.
“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, creator of K-Beauty World and the strategic architect behind the platform, in a statement. “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 U.S. consumers to a new era of Korean beauty — one that blends cultural storytelling with cutting-edge formulations and truly accessible retail experiences.”
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