Ulta Beauty Amplifies K-Beauty Collection with Addition of 13 New Brands
Ulta Beauty recently announced the addition of 13 new Korean beauty brands to its e-commerce platform. The in-store launches are planned throughout the summer. This expansion signifies a substantial investment in the K-beauty trend, which is currently experiencing a resurgence in popularity in the United States.
The updated cosmetics assortment includes five brands making their debut at Ulta: Fwee, renowned for its viral pudding pot blushes; TirTir, celebrated for its TikTok-popular cushion compacts; Kaja; Unleashia; and Rom&nd. This follows Ulta’s February launch of K-beauty brands including Anua, ETUDE, Isntree, and Round Lab.
“Social and TikTok have played a pivotal role in bringing K-beauty to life, just like they have with numerous other beauty trends,” stated Kaitlin Rinehart, Ulta Beauty’s VP of merchandising. The retailer’s inclusive approach to makeup offers a unique selling point compared to other U.S. retailers who have focused solely on K-beauty skincare.
In 2024, South Korea emerged as the world’s third-largest exporter of beauty products. The K-beauty market continues to expand as consumers seek innovative formulas, textures, and application methods that create distinctive looks.