Ulta Beauty is strengthening its presence in the Korean beauty market through a new partnership with K-Beauty World. This summer, eight Korean brands will be added to Ulta’s stores and website, including Chasin’ Rabbits, I’m From, Mixsoon, Rom&nd, Neogen, Some By Mi, Sungboon Editor, and Unleashia.
The move comes in response to rising U.S. demand for Korean beauty products, known for their innovative formulas and loyal global following. K-Beauty World, a platform dedicated to promoting Korean beauty, features over 200 products and operates a traveling pop-up shop designed to educate and engage U.S. consumers.
Ulta’s merchandising leadership highlighted this expansion as part of a broader strategy to diversify offerings across categories and price points. The retailer is working to regain momentum after recent market share losses and is refocusing on core operations, marketing, and exclusive brand partnerships.
This collaboration follows Ulta’s acquisition of British beauty retailer Space NK and its international expansion plans for 2025. The retailer is also reevaluating its shop-in-shop initiative with Target to optimize existing locations.
Ulta’s continued investment in emerging global beauty trends reflects ongoing consumer interest and evolving expectations in the competitive retail landscape.
