K-Beauty World makes nationwide debut at Ulta Beauty

K-Beauty World, a first-of-its-kind retail platform dedicated to the discovery of K-Beauty brands, is making its debut nationwide at Ulta Beauty stores.

The initiative, spearheaded by entrepreneur Sarah Chung Park and powered by established beauty distributor Landing International, will introduce eight Korean brands to U.S. consumers. They include Chasin’ Rabbits, I’m From, Mixsoon, Neogen, Rom&nd, Some By Mi, Sungboon Editor, and Unleashia.

“We are excited to partner with K-Beauty World to meet the rapidly growing U.S. demand for accessibility in Korean beauty innovation,” said Kaitlin Rinehart, vice president of merchandising, Ulta Beauty. 

“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. 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 introduce the platform to American shoppers, K-Beauty World launched the K-Beauty Mart, a travelling immersive pop-up inspired by Korea’s vibrant convenience store culture. The activation has already made stops at Westfield Century City in Los Angeles, South by Southwest, RevolveFest at Coachella, and Bryant Park in New York City. Looking ahead, it will stop at Lollapalooza in Chicago this July, with more activations to follow.

“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 Chung Park. 

“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.”