Ulta is getting serious about Korean Beauty by launching their own authentic K-beauty Shop
Korean beauty is obviously HUGE right now — let’s face it, the kind of beauty innovation that comes out of Korea is next level, and their skincare products are untouchable. U.S. beauty retails have obviously caught on to this, and that’s why they’re rolling out impressively curated collections of K-beauty.
But one of our favorite makeup retail chains is about to take it to the next level: Ulta is set to launch an entire K-beauty section on March 6th. Um, BRB, we’re just out here crying tears of total joy.
But if you’re envisioning rows upon rows of adorably packaged snail creams and sheet masks, you might be disappointed: The focus on Ulta’s collection will be on simplicity, and we’re pretty sure they’ll step away from gimmicky products and give consumers access to well-edited Korean skincare regimens. Expect to see things like cleansers, serums and moisturizers.
The brands we’ll get to learn more about, courtesy of Ulta, are O.R.G., SKINRx LAB, Thank You Farmer, COSRX, Botanic Farm, and Cle.
“More and more, beauty lovers in the U.S. are going out of their way to get authentic Korean beauty products in their hands. We’re making it simple for our guests by rolling out a K-beauty collection in select stores and bringing together brands that are the real deal,” Tara Simon, Ulta’s senior vice president of prestige merchandising told WWD. “Our special selection is a curation specific to Ulta Beauty that simplifies the Korean beauty routine, presenting lush and effective products known for the excellence of their ingredients.”