Ulta’s K-Beauty Invasion: Innovative Skincare Lands Stateside

Ulta Beauty is expanding its horizons with a major influx of K-beauty brands, introducing over 200 new skincare and makeup products from 13 labels. These additions are made possible through partnerships with K-Beauty World and Hansung Beauty, two prominent brand incubators. Beauty enthusiasts can now earn Ulta Rewards on innovative skincare products featuring ingredients like absorption-boosting spicules, antioxidant-rich centella asiatica, brightening galactomyces, and firming bifida ferment extract.

New K-Beauty Brands Arrive at Ulta

K-Beauty World has launched a selection of mass, indie, and prestige skincare brands at Ulta, including:

• Sungboon Editor
• I’m From
• Mixsoon
• Neogen
• Some By Mi
• Chasin’ Rabbits

Further expanding the selection, Rom&nd, known for its K-pop makeup aesthetic, and Unleashia, a rising cosmetics label, are scheduled to launch soon.

Hansung Beauty has introduced:

• VT Cosmetics (renowned for its Reedle Shot treatments)
• Ma:nyo (famous for its deep cleansing oils)
• Mediheal (popular for its daily treatment pads)

Additionally, Fwee, known for its unique pudding pots, and Tirtir, recognized for its cushion compacts and concealers, are also set to join Ulta’s offerings soon.

Behind the Brands: K-Beauty World and Hansung Beauty

K-Beauty World is spearheaded by Sarah Chung Park, a beauty entrepreneur and founder of Landing International, a B2B brand growth company. Landing International has previously organized immersive Korean convenience store-inspired pop-ups at high-profile events and locations.

Hansung Beauty recently showcased its brands with a pop-up event, featuring master classes with celebrity makeup artist Daniel Martin and esthetician Candace Marino (the LA Facialist).

Featured K-Beauty Products at Ulta

Here’s a closer look at some of the standout products now available at Ulta:

• Sungboon Editor Deep Collagen Retinol Power Boosting Capsule Cream: This cream contains white spicules, microscopic needle-like sponges that create micro-channels in the skin to enhance absorption of collagen and retinol, targeting fine lines, wrinkles, and acne. Users may experience a slight tingling sensation.
• Some By Mi AHA BHA PHA 30 Day Miracle True Cica Clear Pad: These exfoliating toner pads are designed for blemish-prone and sensitive skin. They utilize AHAs, BHAs, PHAs, tea tree, cica extracts, and willow bark water to remove dead skin cells, soothe redness, clear congested pores, and control oil production.
• VT Cosmetics Reedle Shot 100: These derma treatments contain cica reedle, micro-sized, mineral-derived particles that exfoliate the skin and boost the absorption of beneficial ingredients like hyaluronic acid and centella asiatica extract. The formulas are available in varying “hardness” levels, from 50 to 300.
• I’m From Rice Glow Set: Inspired by traditional Korean herbs, I’m From uses a fermentation process to maximize the nutrient content of its ingredients. The Rice Glow Set includes the brand’s Rice Glow Toner and Rice Cream, both formulated with sensitive skin-friendly rice extract to strengthen and nourish the skin barrier.
• Chasin’ Rabbits Bunny Line Smoother: This product features a stainless steel roller ball applicator designed to soothe and refresh the under-eye area. The formula contains niacinamide to reduce the appearance of dark spots and hyperpigmentation. It can be used under the eyes or around the nose and mouth to target wrinkles and dry skin.
• Mixsoon Soondy Centella Asiatica Essence: Mixsoon is known for its potent single-ingredient products that can be layered to create a customized skincare regimen. The Soondy Centella Asiatica Essence is designed to boost collagen production in inflamed skin. Other popular products include the Galactomyces Ferment Essence (for controlling sebum, brightening skin, and reducing dark spots), the Bean Cream (for balancing oil and moisture levels), and the Bifida Toner (for improving skin strength and elasticity).
• Mediheal Retinol Collagen Lifting Pad: Mediheal offers a range of affordable, dermatologist-formulated skincare essentials, including daily treatment pads, eye patches, and serums for brightening, firming, and calming the skin. Examples include the Collagen Ampoule Pads, the Madecassoside Blemish Pads (for reducing dark spots), and the Retinol Collagen Lifting Pads.
• Neogen Real Ferment Micro Essence: Neogen Dermalogy utilizes clinical-grade innovations and natural extracts in its products. The Real Ferment Micro Essence provides deep moisture and boosts ingredient absorption, while the Real Bakuchiol Firming Serum features a gentle retinol alternative alongside vitamin C and squalane to brighten, smooth, and firm the skin.
• Ma:nyo Pure Cleansing Oil Deep Clean: Ma:nyo is known for its oil and foam cleansers. The Pure Cleansing Oil Deep Clean contains nigella sativa, fermented sunflower, and hazel seed oils to clear out blackheads and regulate sebum while keeping the skin nourished and moisturized, without leaving the skin feeling overly dry.