LG Household & Health Care’s The Face Shop Enters Ulta Beauty in the U.S.

[Financial News] The Face Shop, LG Household & Health Care’s beauty brand, has entered Ulta Beauty’s online and brick-and-mortar channels in the United States.
The Face Shop entered Ulta Beauty’s online store last month and completed its entry into around 500 physical stores early this month, according to industry sources on the 4th. It is showcasing nine products, including its popular Rice Water Bright Cleansing line and the new Rice Water Bright Ready skincare line.
Following its entry into Walmart Inc. in the United States last July, The Face Shop is expanding its reach.
Rice Water Bright reinterprets the traditional Korean beauty practice of washing the face with rice water and has surpassed 50 million units in cumulative sales worldwide. Last September, Rice Water Bright Cleansing Foam was also named Best Foam Cleanser in the skincare category at the 2026 Allure Best of Beauty Awards.
The new Rice Water Bright Ready is a “skin prep” line that conditions and prepares the skin before makeup application. It contains ingredients derived from Korean-grown rice. The line comprises essence, jelly mist, lip serum and more.
To mark the 20th anniversary of Rice Water Bright’s launch this year, The Face Shop changed the packaging design and launched Rice Water Bright Ready on Amazon in North America last June. Last year, it launched a cleansing foam designed to achieve a double cleanse in one step.
“Our sustained growth in global markets is the result of customer trust built over a long time and continuous product innovation,” a The Face Shop spokesperson said. “We will extend our proven competitiveness in cleansing into basic skincare and introduce an unparalleled K-beauty routine unique to The Face Shop.”
[email protected] Kang Myeong-yeon Reporter