K-Beauty World Launches at Ulta Beauty

K-Beauty World, a retail platform dedicated to the discovery of K-Beauty brands powered by established retail partner, Landing International, has made its nationwide debut at Ulta Beauty stores.

Curated by entrepreneur Sarah Chung Park – who was named to Entrepreneur’s 100 Women of Influence List in 2022 – the movement will start with bringing eight of Korea’s beauty brands to consumers both in-store and online.

Created as a destination for US consumers to access authentic Korean beauty, K-Beauty World is the first large-scale retail concept with shoppable destinations and immersive activations. With an offering of over 200 products across skincare and color cosmetics, K-Beauty World ensures consumers are discovering what’s trending in addition to a collection of heritage products and treatments with innovative ingredients, sensorial textures and evidence-driven results.

“We are excited to partner with K-Beauty World to meet the rapidly growing US demand for accessibility in Korean beauty innovation,” said Kaitlin Rinehart, VP 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.”

She continued, “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. From effective ingredients to forward-thinking trends and packaging distribution, 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 that will be available to shop in our stores and on Ulta.com this summer.”

K-Beauty Mart

To introduce K-Beauty World to US consumers, the brand launched K-Beauty Mart, a traveling immersive pop-up modeled after Korea’s beloved convenience stores. The viral activation has appeared at Westfield Century City in LA, South by Southwest, RevolveFest during Coachella and Bryant Park in NYC, with the next stop set for Lollapalooza in Chicago this July and more to come later this year. Designed as a beauty playground, K-Beauty Mart includes interactive displays, live product demos and exclusive early access to Korean beauty’s next wave of products.

“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 Park, creator of K-Beauty World and the strategic architect behind the platform. “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 Korean beauty – one that blends cultural storytelling with cutting-edge formulations and truly accessible retail experiences.”

Select products from Chasin’ Rabbits, I’m From, Mixsoon, Neogen, Rom&nd, Some By Mi, Sungboon Editor and Unleashia will be available at Ulta Beauty stores nationwide and online at Ulta.com.