K-Beauty World Arrives at Ulta

K-Beauty World

Ulta Beauty is embracing the next wave of Korean beauty with the launch of K-Beauty World, a first-of-its-kind retail concept now available in stores nationwide and online. The platform brings over 200 curated products across skincare and colour cosmetics to Ulta shoppers, with cult names like Chasin’ Rabbits, I’m From, Mixsoon, Neogen, Rom&nd, Some By Mi, Sungboon Editor, and Unleashia, taking the lead.

The platform is powered by Landing International, a leading B2B retail partner that has been instrumental in bringing Korean beauty to the US since 2013. Often credited with fuelling America’s K-beauty movement, Landing has introduced and scaled over 180 beauty and wellness brands, including viral names like Cosrx and Hanskin, across major US retailers such as Target, Nordstrom, and Revolve. Its expertise in market strategy, retail partnerships, and brand growth has made it the engine behind K-beauty’s commercial success in North America.

Spearheaded by Landing’s Sarah Chung Park, dubbed the “Godmother of K-beauty,” the initiative is designed to help US consumers discover authentic Korean beauty in a way that’s immersive, accessible, and future-focused. “K-Beauty World is about more than just what’s new from Korea — it’s about what’s next in beauty for all ages, tones, and budgets,” said Park. “Ulta Beauty, with its unparalleled reach, commitment to inclusivity, and passion for innovation, is the perfect partner to bring this vision to life. Together, we’re introducing US consumers to a new era of Korean beauty — one that blends cultural storytelling with cutting-edge formulations and truly accessible retail experiences.”

“We are excited to partner with K-Beauty World to meet the rapidly growing US demand for accessibility in Korean beauty innovation,” said Kaitlin Rinehart, Vice President of Merchandising, Ulta Beauty. “This exclusive partnership brings time-honoured, high-performing products, that have been long trusted by Korean consumers, to a broader audience, making it easier than ever for beauty lovers across the country to experience the power of K-beauty.”

While Ulta has previously stocked Korean beauty products within its skincare category, this move marks the retailer’s most comprehensive K-beauty expansion to date, one that blends traditional hero products with trend-driven innovation across a wider range of categories and price points.

From curated shelves to immersive cultural experiences, this new platform is poised to redefine how Korean beauty is introduced, explored, and embraced by global audiences. As Sarah Chung Park and Landing continue to reimagine the retail landscape for a new generation, one thing is certain: K-beauty is here to stay — and it’s only just getting started.

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