"US beauty retailers like Sephora and Ulta Beauty are snapping up South Korean beauty brands and inking exclusive sales partnerships to capitalize on the K-beauty trend. Skincare brand Hanyul announced in May that it was exclusively launching in the US via Sephora. Aestura, a sensitive skincare brand, said the same in February. And Ulta Beauty is the only major US retailer selling products from Medicube, a beauty tech company whose skincare devices have been touted by celebrities like Kylie Jenner and Hailey Bieber."
"K-beauty, known for its innovative formulations, gentle ingredients, and multi-step routines, means big money. According to data from marketing research firm NielsenIQ, it was a $2 billion industry in the US in the year leading up to July 2025 - up 37% from the same period the year before. Sephora stocks many big-name Korean brands, such as Beauty of Joseon, Dr. Jart+, Laneige, Aestura, Hanyul, and others."
"Ulta Beauty execs said on an earnings call in August that the company is expanding its K-beauty assortment, with new additions like Anua and Peach & Lily joining its existing portfolio of Korean brands like Medicube, Belif, COSRX, and others. Olive Young, South Korea's answer to Ulta Beauty, is set to make its US debut in 2026, bringing a retailer known for stocking top-ranking K-beauty brands and focusing on trendy and affordable products."
American retailers are competing for K-beauty market share by signing exclusive partnerships with South Korean brands and expanding assortments. Sephora has exclusive U.S. launches for Hanyul and stocks brands like Beauty of Joseon, Dr. Jart+, Laneige, Aestura, and Hanyul. Ulta Beauty holds exclusivity for Medicube in the U.S. and is adding brands like Anua and Peach & Lily while carrying Medicube, Belif, and COSRX. K-beauty reached $2 billion in U.S. sales in the year through July 2025, a 37% increase year-over-year. Olive Young plans a U.S. debut in 2026 and is known for trendy, affordable, top-ranking K-beauty selections.
Read at Business Insider
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