TikTok’s Favorite K-Beauty Brands Now at Sephora in 2025 Expansion

This year set a new high-water mark for Korean beauty brands in the U.S., as Sephora executes a bold series of exclusive launches, from cult-favorite names to storied heritage labels, showcasing why K-beauty is more than a fleeting trend.

With viral powerhouses Beauty of Joseon, heritage leader Hanyul, and clinic-backed Aestura all making their U.S. brick-and-mortar debuts, Sephora’s shelves now host the most sought-after and innovatively formulated skincare from Korea’s top brands.

“We’ve prioritized curating a best-in-class assortment of brands for our clients, going deeper into educating on the benefits and bringing key trends from Korea to the U.S.,” said Banwart. “We hope to show consumers that ‘K-beauty’ is not just a trend and that Korean skin care should be taken seriously as a category, giving it the credit that it deserves. We anticipate that Korean skin care is a category that is here to stay.”

Beauty of Joseon: Hanbang…