Skin Care

Korean Skincare to Hit Ulta Beauty – WWD

Ulta Beauty needs to present its clients that Okay-beauty is about extra than simply kitsch.

This week, the sweetness emporium is launching the Ulta Okay-magnificence assortment, with a number of 25 merchandise from six Okay-magnificence manufacturers hitting 300 excessive-quantity Ulta Beauty doorways and by March 6. Each line is a number one Indie skin-care model from Korea that focuses on efficacy and excessive-high quality elements.

The Okay-magnificence models can be located in Ulta Beauty’s status part, and fixtures will spotlight a simplified 4-step model of a Korean skin-care routine — cleanse, deal with, hydrate and struggle getting older — as properly a piece with cult Korean magnificence merchandise.

“More and more, beauty lovers in the U.S. are going out of their way to get authentic Korean beauty products in their hands. We’re making it simple for our guests by rolling out a K-beauty collection in select stores and bringing together brands that are the real deal,” stated Tara Simon, senior vice chairman of status merchandising. “Our special selection is a curation specific to Ulta Beauty that simplifies the Korean beauty routine, presenting lush and effective products known for the excellence of their ingredients.”

In choosing its assortment of Okay-magnificence merchandise, Ulta Beauty needed to avoid gimmicky gadgets like snail lotions and animal sheet masks, in accordance to Sarah Chung, founder and chief government officer of Landing International. Chung’s firm labored with Ulta to curate the Okay-magnificence assortment.

“I know these products sell and perform,” stated Chung. “People will fall in love and come back for more because they’re great, good quality products; it’s not something where they’re like, ‘Oh I want to try this for fun.’ It’s something they can use day to day.”

Brands included within the assortment are SkinRx Lab, Thank You Farmer, ORG Skincare, CosRX, Botanic Farm and CLE. Prices vary from $18 for a rice-based mostly night time cream to $58 for a repairing serum. Two merchandise shall be unique to Ulta Beauty within the U.S.: the Thank You Farmer True Water Light Gel Cream and Botanic Farm Mineral Pop Sparkling Bubble Pack.

Ulta Beauty is the newest U.S. retailer to introduce a Okay-magnificence initiative — Target teamed with Peach & Lily on a Okay-magnificence launch earlier this yr, and Nordstrom launched a Okay-magnificence pop-up.

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