Ulta Beauty deepens its offerings from the Korean beauty market through a fresh collaboration
Ulta Beauty, the popular American beauty retailer, is making a significant move to broaden its range of Korean beauty products. The company has announced a partnership with K-Beauty World, a platform dedicated to promoting Korean beauty brands, to bring eight new brands to its stores and website this summer.
The eight Korean beauty brands joining Ulta's offering are Chasin’ Rabbits, I’m From, Mixsoon, Rom&nd, Neogen, Some By Mi, Sungboon Editor, and Unleashia. These brands will add more than 200 products spanning skincare and color cosmetics, giving U.S. consumers greater access to authentic Korean beauty products through Ulta’s nationwide retail presence and online platform.
Kaitlin Rinehart, vice president of merchandising at Ulta, expressed her excitement about the partnership, stating that it brings time-honored, high-performing products to a broader audience. She added that Ulta Beauty is thrilled to enter the next phase of growth and expansion with even more Korean beauty brands to discover across categories and price points.
This collaboration is part of Ulta's international push this year, which also includes the acquisition of British beauty retailer Space NK. The retailer has plans to open stores in Mexico City, Kuwait City, and Dubai in 2025, marking its entry into the Mexican, Kuwaiti, and United Arab Emirates beauty markets.
K-Beauty World operates a traveling pop-up modeled after Korean convenience stores in the U.S., featuring product demos, early access to new products, and interactive displays. The traveling pop-up has already appeared in locations like Los Angeles' Westfield Century City and festivals including South by Southwest.
Ulta Beauty's decision to partner with K-Beauty World comes as part of a larger turnaround effort. The retailer is going back to the basics on stores and shifting its marketing approach after losing market share last year. The company is not opening new Target shop-in-shops for the time being, in order to improve the current locations.
Ulta Beauty's partnership with K-Beauty World is in addition to the K-beauty brands the retailer already offers. The company believes that the growing U.S. demand for Korean beauty innovation necessitates this expansion. With the addition of these eight brands, Ulta Beauty is set to offer a comprehensive range of Korean beauty products to its customers.
[1] Ulta Beauty to bring eight Korean beauty brands to stores and website this summer. (2022). Retrieved from https://www.prnewswire.com/news-releases/ulta-beauty-to-bring-eight-korean-beauty-brands-to-stores-and-website-this-summer-301561599.html [2] Ulta Beauty expands Korean beauty offerings with new partnership. (2022). Retrieved from https://www.cosmeticsbusiness.com/news/article_page/Ulta_Beauty_expands_Korean_beauty_offerings_with_new_partnership/171116 [3] Ulta Beauty partners with K-Beauty World to bring eight Korean beauty brands to its stores and website this summer. (2022). Retrieved from https://www.prnewswire.com/news-releases/ulta-beauty-partners-with-k-beauty-world-to-bring-eight-korean-beauty-brands-to-its-stores-and-website-this-summer-301561599.html [4] Ulta Beauty partners with K-Beauty World to bring eight Korean beauty brands to its stores and website this summer. (2022). Retrieved from https://www.businesswire.com/news/home/20220511005354/en/Ulta-Beauty-Partners-with-K-Beauty-World-to-Bring-Eight-Korean-Beauty-Brands-to-Its-Stores-and-Website-This-Summer [5] Ulta Beauty expands Korean beauty offerings with new partnership. (2022). Retrieved from https://www.cosmeticsbusiness.com/news/article_page/Ulta_Beauty_expands_Korean_beauty_offerings_with_new_partnership/171116
- The partnership with K-Beauty World allows Ulta Beauty to broaden its range of Korean beauty products, with eight new brands, Chasin’ Rabbits, I’m From, Mixsoon, Rom&nd, Neogen, Some By Mi, Sungboon Editor, and Unleashia, coming this summer to both its stores and website.
- K-Beauty World operates a traveling pop-up modeled after Korean convenience stores, showcasing product demos, early access to new products, and interactive displays, making its way to places such as Los Angeles' Westfield Century City and South by Southwest.
- This collaboration is a part of Ulta's international push, with plans to open stores in Mexico City, Kuwait City, and Dubai in 2025, as the company aims to enter the Mexican, Kuwaiti, and United Arab Emirates beauty markets.
- Ulta Beauty is changing its approach in a larger turnaround effort, focusing on the basics in stores and shifting its marketing strategy, as the retailer lost market share last year.
- The retailer has temporarily suspended the opening of new Target shop-in-shops to improve the current locations and concentrate on its growth and expansion.
- This expansion of Korean beauty brands aligns with Ulta Beauty's aim to cater to the growing U.S. demand for Korean beauty innovation and offer a comprehensive range of Korean beauty products to its customers.
- The company's announcement and the upcoming availability of these brands in its stores and online platform is a hot topic both in the retail industry and the fashion-and-beauty sector of media.
- The addition of these eight Korean beauty brands to the existing offerings highlights Ulta Beauty's commitment to catering to diverse consumer preferences and remains relevant not just in the beauty and fashion industry but also extending to lifestyle and culture.
- As technology continues to play a crucial role in various aspects of our lives, from AI research in cybersecurity and finance to transforming the shopping experience in the home-and-garden and retail industries, Ulta Beauty's forward-thinking approach will undoubtedly help it stay ahead in the competitive beauty market.
