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…
Heritage Meets TikTok Stardom Beauty of Joseon’s U.S. expansion started in July 2025, with rollout to 600 Sephora stores, following viral buzz for its Relief Sun sunscreen, Glow Serum, and Ginseng Cleansing Oil.
Rooted in hanbang (herbal medicine), Beauty of Joseon is celebrated as much for its minimalist design as for ingredients like fermented rice bran, honey, and ginseng.
Founder Sumin Lee told Glossy: “K-beauty is a category that has had its ups and downs,” Lee said, noting that it’s been a decade since it first began to gain traction in the U.S. “It’s not a fad anymore; it’s not a trend.
… With the growth of the K-beauty sector, consumers have also begun to grow and understand that it’s not just about being cute and fun and very accessible and tied to K-pop or K-drama. … Every K-beauty brand is different…
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