Exclusive: Ulta Expands K-Beauty Selection with 13 Additional Brands

In 2025, K-beauty is experiencing a resurgence in the U.S., thanks to social media platforms like TikTok boosting awareness and acceptance of Korean beauty trends. Ulta Beauty is broadening its K-beauty offerings with the launch of 13 new brands across both makeup and skincare. This makeup-inclusive strategy differentiates Ulta from other U.S. retailers that typically focus solely on skincare.

Ulta’s new cosmetics additions include brands like Fwee and TirTir, while its skincare lineup features names like VT Cosmetics and Medicube. These brands utilize innovative ingredients such as PDRN, derived from salmon sperm, and spicules, which aid absorption. Medicube, for example, gained significant attention after being used by Hailey Bieber on TikTok.

Ulta supports these launches with a comprehensive marketing strategy, including influencer partnerships and in-store displays. This aligns with efforts to educate consumers on K-beauty’s novel ingredients and techniques, such as VT Cosmetics’ vegan PDRN. The overall aim is to transition these brands from viral sensations to trusted names in American skincare and cosmetics.

Retail distribution partnerships and pop-up events are being utilized to promote these brands further. The growing presence of K-beauty in stores like Ulta, Sephora, and Target signals promising market potential, appealing to consumers interested in innovative, skin-friendly, and affordable beauty solutions.