FULLY Makes Major U.S. Debut at More Than 580 Sephora Stores
The K-beauty boom just got bigger. FULLY, a Korean vegan, high-performance skincare brand, has officially launched at more than 580 Sephora stores across the United States through the OLIVE YOUNG K-Beauty Edit.
The launch marks FULLY’s largest brick-and-mortar expansion in the U.S. to date—and a new chapter for Korean beauty in mainstream American retail.
The Sephora assortment features six products spanning cleansing, treatment, hydration, moisturizing, and sun care. Leading the collection is the brand’s iconic Green Tomato Clay Mask Cleanser, a two-in-one clay mask and cleanser that has sold more than 3.5 million units worldwide.
Its creamy clay formula transforms into a rich foam with water to cleanse away excess sebum and pore buildup. Previously celebrated by rapper Cardi B on TikTok and named Women’s Health magazine’s Best Clay Mask in 2025, it has become one of the most recognized products in K-beauty.
The launch also introduces FULLY’s rice-based skincare lineup to U.S. shoppers. Featured products include:
- Rice PDRN Glow Boosting Serum, formulated with rice-derived PDRN, ceramides, and adenosine
- Rice Ceramide Essence Toner
- Rice Ceramide Moisturizing Cream
- Rice Ceramide Moisture Sunscreen
The collection is inspired by the longstanding use of rice in traditional Korean beauty rituals.
The U.S. launch follows FULLY’s successful expansion into Sephora across six Asia-Pacific markets in March 2026. OLIVE YOUNG, Korea’s leading beauty and lifestyle retailer, is curating its K-Beauty Edit at Sephora to bring Korean brands to North American consumers.
Source: Yahoo Finance / PR Newswire – FULLY Brand Official Press Release, October 27, 2026