K Beauty World, the curated retail concept created by Landing International in partnership with Ulta Beauty, is expanding its presence on the Ulta Beauty Marketplace with 17 must have Korean beauty brands. The move gives U.S. shoppers faster access to Seoul‘s latest innovations before they hit traditional retail shelves, dramatically compressing the timeline between Korean viral moment and American retail availability.
From Seoul to Shelves in 9 Weeks
Speed is the defining feature of this expansion. While in store launches typically take at least nine months, K Beauty World brands will debut on the Ulta Beauty Marketplace in as little as nine weeks. That compressed timeline allows Ulta Beauty to respond in near real time to the beauty trends spreading through social platforms like TikTok, delivering the newest products and ingredients to U.S. beauty enthusiasts faster than ever before.
Sarah Chung Park, CEO of Landing International, said, “K Beauty trends move incredibly fast, and the brands that are viral in Seoul can take years to reach the U.S. Ulta Beauty Marketplace gives us a faster and more reliable way to bring the brands everyone is talking about in Korea directly to Ulta Beauty guests.”
17 Brands Across Skincare, Haircare, and More
The K Beauty World lineup on Ulta Beauty Marketplace currently features 12 brands, including Cosnori, Vidivici, Yadah, Menokin, Luvum, Hair+, Ilso, Hwarang, Truezyme, 8grow, Bewants, and Dryope, with five additional brands, including P.Calm, Plu, Teabless, ChungMiJung, and OddType set to join by May. The curated selection spans nine skincare, five haircare, two body care, and one color cosmetics brand, offering a broad spectrum of Seoul’s most exciting beauty innovations.
Standout products include MENOKIN‘s 30 Seconds Quick Bubble Mask, Vidivici‘s Skin Illumination Mochi Primer, and Cosnori‘s Eyelash Tinting Serum.
A Breakout Success Already Heading In Store
One of the platform’s biggest success stories so far is Dr. Melaxin, which has consistently ranked as the most loved brand on the Ulta Beauty Marketplace. Its Peel Shot Exfoliating White Rice Ampoule and Peel Shot Exfoliating Black Rice Ampoule have each sold out three times. Building on that marketplace momentum, Dr. Melaxin will expand into all 1,500 Ulta Beauty stores nationwide in May, demonstrating how the marketplace is functioning as a launchpad for broader in store distribution.
Muffy Clince, Director of Category Management for Ulta Beauty Marketplace, said, “K Beauty has long been a leader in skincare and product innovation, and guest demand for these brands continues to grow, especially with social platforms like TikTok. Through this unique platform we are able to debut the most exciting trends from Seoul in the U.S. while helping these brands build awareness and scale within our ecosystem.”
The Engine Behind America’s K Beauty Movement
Landing International, the Los Angeles based company powering K Beauty World, has been the driving force behind America’s K beauty movement since its founding in 2013. The company is responsible for introducing and scaling viral brands like COSRX and Dr. Melaxin in the U.S. market, and has established over 225 beauty and wellness brands at major U.S. retailers, including Nordstrom, Target, Revolve, and Ulta Beauty, helping its brands reach over $300 million in sales.
