K-Beauty champion Peach & Lily is stepping onto the international stage with its first-ever brick-and-mortar launch outside the U.S., announcing a flagship opening in Mexico City in early 2026 as part of Ulta Beauty’s sweeping entry into Mexico. Led by founder and CEO Alicia Yoon, the brand’s move is the centerpiece of a multi-brand, multi-city strategy, marking a bold new era for indie beauty’s global ambitions.
From DTC Star to Physical Retail Pioneer
Peach & Lily built its Stateside reputation as the go-to for authentic, high-performance Korean skincare—curating and creating products that fuel glass skin routines across social media and beyond. But founder Alicia Yoon always planned for more. Yoon explained to BeautyMatter that while international expansion has long been an option, the brand has chosen a more intentional path—prioritizing productivity and deep market penetration over rapid scale. He emphasized that the company could have gone global already, but continues to focus on going an inch wide and a mile deep, fully committing to each region it enters and pursuing growth that is both sustainable and meaningful.
This first international store will anchor Ulta Beauty’s debut at Antara Fashion Hall, Mexico City—Ulta’s flagship foray into the region, which opened in August 2025, and will be closely followed by multiple new Ulta sites across Mexico.
Inside the Mexico City Store—Experience, Community, and Culture
More than just opening a shelf in a new market, the Peach & Lily Mexico City flagship is designed to immerse customers in the world of K-Beauty and skin health:
- Glass Skin discovery bar featuring hands-on product sampling and live demos
- K-Beauty masterclasses and local influencer collaborations
- Exclusive regional product drops developed with Mexican customers in mind
- Experiential retail design—bringing Seoul-style pampering and wellness to CDMX
Ulta Beauty’s regional partner, Grupo Axo, will drive a one-of-a-kind retail experience, with founder Yoon attending launch events to connect with the region’s vibrant, beauty-obsessed audience.
Big-Brand Partnership: Ulta Beauty Goes Global, Peach & Lily Takes the Spotlight
Ulta Beauty’s arrival in Mexico—its first major international expansion—is a catalyst for Peach & Lily and over 35 US and exclusive brands to connect with “one of the world’s most dynamic and passionate beauty communities,” said Kecia Steelman, President and CEO of Ulta Beauty. Peach & Lily, along with exclusives like Isima by Shakira, Orebella, and Bubble, will headline bespoke in-store activations and be accessible to millions of new shoppers.
Executives at Grupo Axo, Ulta’s partner in Latin America, highlighted the resonance with Mexican consumers: “Together, we look forward to inspiring guests with a fresh vision of beauty, powered by community, service, and innovation,” said Andrés Gómez, CEO and chairman of Grupo Axo.
K-Beauty With a Local Touch—Adapting to Mexico
Peach & Lily is uniquely positioned as both a brand creator and distributor, leveraging its heritage as a K-Beauty authority and a pulse on consumer trends. The flagship store will adapt top sellers like the Glass Skin Refining Serum and Power Calm Hydrating Gel Cleanser for the Mexican climate and skin needs. Operational discipline, doubling down on execution, and localization will steer the experience for Mexico City’s fast-growing prestige beauty market.
Future Outlook
For Peach & Lily, Mexico marks just the beginning. Ulta Beauty and Grupo Axo’s pipeline includes additional stores in Guadalajara, Monterrey, León, and Tijuana for 2026, each set to carry Peach & Lily’s full assortment with regionally tailored offerings. Events, cross-border influencer marketing, and on-the-ground community education will be central to driving awareness, loyalty, and growth.
Ulta Beauty’s expansion reported better-than-expected profitability in Q2 2025 and a significant leap in global ambitions, cementing Mexico as a springboard for future brand growth across Latin America and beyond.
