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

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…