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. There is so much effort [in Korea] that goes into research, technology, the formulations and even the delivery systems.”
Hanyul: Authentic Tradition, Exclusive Debut
Also making headlines is Hanyul, which arrived in the U.S. via Sephora in May 2025. Known for combining seasonal herbs and ingredients (yuja/yuzu, mugwort, rice) from native farms, Hanyul stands out for formulas that blend old Korean wisdom with modern performance science.
“We’re honored to partner with Sephora for this highly anticipated launch,” said Cecilia Park, HANYUL’s head of brand at Amorepacific US. “Our products are deeply rooted in Korean heritage and traditional skin remedies, harnessing the power of time-tested ingredients, while delivering results backed by science. The Sephora launch provides us with an incredible opportunity to introduce HANYUL’s premium yet accessible skincare to a wider U.S. audience, giving consumers access to the transformative power of our authentic Korean beauty solutions.”
The initial launch brought Hanyul to over 300 Sephora stores, with expansion planned throughout 2025.
Aestura: Dermatologist-Recommended Korean Innovation
Aestura, a top dermocosmetic name from Amorepacific, launched at Sephora in February 2025, responding to high U.S. demand for hypoallergenic, science-driven solutions.
Aestura’s U.S. exclusive includes over 400 Sephora stores and online, focusing on the award-winning Atobarrier365 Cream (one sold every seven seconds in Korea) and its ceramide-powered sensitive skin range.
Aestura is launching exclusively at Sephora, across over 400 stores, and online. This partnership, driven by growing customer demand in the US for K-beauty, aligns with Sephora’s notoriety for delivering quality skin care products and its commitment to driving industry innovations in the cosmetics category.
