
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.
K-Beauty World has launched a selection of mass, indie, and prestige skincare brands at Ulta, including:
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:
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.
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).
Here’s a closer look at some of the standout products now available at Ulta: