The Face Shop Enters Ulta Beauty

The Face Shop, a Korean beauty brand, has expanded its presence in the United States by launching its products in Ulta Beauty stores. The brand first entered Walmart in July, following a successful pre-launch on Ulta Beauty’s online platform in October. This marks the second consecutive key distribution network secured by The Face Shop.

The products introduced through this latest Ulta Beauty launch include nine flagship items, such as the bestselling Rice Water Bright cleansing line and the new skincare line Rice Water Ready. The Rice Water Bright line has gained popularity globally due to its reinterpretation of traditional Korean beauty methods. Notably, Rice Water cleansing foam was selected as the best foam cleanser in the skincare category at the 2026 Allure Best of Beauty Awards.

The Face Shop aims to extend its reputation in cleansing to the basic skincare segment with the Rice Water Ready line, which is designed for skin preparation and conditioning before makeup. Key products in this line include the Glowy Glazing Serum, which creates a glass-like skin effect, the gel-textured Glowy Essence Jelly Mist, and the Glowy Lip Serum, which moisturizes the lips.

To celebrate the 20th anniversary of the Rice Water line, The Face Shop has fully renewed its package design. In addition to these new products, The Face Shop has also introduced Rice Water Ready through Amazon North America ahead of the Ulta Beauty launch to assess market response. The brand plans to use this Ulta Beauty launch as a platform to spread its distinctive K-beauty routine to local customers.