The Face Shop Enters Around 500 Ulta Beauty Stores in U.S., Expanding Retail Reach After Walmart

Online launch followed by entry into brick-and-mortar stores
Expanding into skincare, led by Rice Water, with more than 50 million units sold worldwide

The Face Shop, a cosmetics brand owned by LG Household & Health Care, has secured a place in the online and offline distribution networks of Ulta Beauty, a major U.S. beauty retailer. Following its launch at Walmart in July, the brand is successively gaining access to major local retail channels and stepping up its push into the U.S. market.

LG Household & Health Care said on November 4 that The Face Shop first entered Ulta Beauty’s online store in October, then began selling products at around 500 physical stores across the United States in early November. The 9 products include foam, tissue and oil cleansers from its flagship Rice Water Bright line, as well as products from its new Rice Water Ready skincare line.

Rice Water Bright is a cleansing line inspired by washing the face with rice water. Its cumulative global sales have surpassed 50 million units. In September, Rice Water Bright Cleansing Foam was named Best Foam Cleanser in the skincare category at the 2026 Allure Best of Beauty Awards.

Building on the recognition it has gained for its cleansing products, The Face Shop is expanding its product range into basic skincare. First introduced through Amazon North America in June, Rice Water Ready is a Skin Prep line designed to prepare the skin before makeup application. Made with ingredients derived from Korean-grown rice, the line comprises 3 products: a serum, a mist and a lip serum.

Rice Water, which marks its 20th anniversary this year, has also undergone a brand renewal, including a refreshed package design. The Face Shop plans to use its entry into major U.S. retail channels to extend its product strengths beyond cleansing and into skincare.

A representative of The Face Shop said, "We will build on our proven strength in cleansing and extend it into basic skincare to introduce a K-beauty routine unique to The Face Shop."

This content was produced with the assistance of AI translation services.