K-Beauty World, a first-of-its-kind retail platform dedicated to the discovery of K-Beauty brands, has debuted nationwide at Ulta Beauty stores.

K-Beauty World is the first large-scale retail concept with shoppable destinations and immersive activations. 

With an offering of over 200 products across skincare and color cosmetics, K-Beauty World ensures consumers are discovering a collection of heritage products with innovative ingredients, sensorial textures, and evidence-driven results.

Kaitlin Rinehart, Vice President of Merchandising, Ulta Beauty, said, 

“This exclusive partnership brings time-honored, 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.”

K-Beauty World will bring eight of Korea’s most exciting beauty brands to consumers in-store and online. Entrepreneur Sarah Chung Park curated the selection of brands.

For its U.S. launch, the brand introduced K-Beauty Mart, a traveling immersive pop-up modeled after Korea’s beloved convenience stores. 

The activation appeared at Westfield Century City in LA, South by Southwest, RevolveFest during Coachella, and Bryant Park in NYC. The next stop is set for Lollapalooza in Chicago this July, with more events later this year. 

Designed as a beauty playground, K-Beauty Mart includes interactive displays, live product demos, and exclusive early access to Korean beauty’s next wave of products.

Sarah Chung Park, creator of K-Beauty World and the strategic architect behind the platform, said, 

“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. Ulta Beauty, with its unparalleled reach, commitment to inclusivity, and passion for innovation, is the perfect partner to bring this vision to life.”

Select products from brands, Chasin’ Rabbits, I’m From, Mixsoon, NEOGEN, Rom&nd, Some By Mi, Sungboon Editor, and Unleashia will be available through Ulta Beauty.

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