K-beauty has vaulted into the American mainstream, driven by TikTok and younger, more diverse shoppers. Retailers from Ulta to Walmart are racing to cash in.

The lightweight, full-to-medium coverage foundation is beloved by shoppers and celebs for its flawless, skin-like finish.

Starting July 13, 2025, VT-Cosmetics will be available at 1,500 Ulta Beauty locations across the U.S. NEW YORK, July 23, 2025 /PRNewswire/ -- VT-Cosmetics, the viral K-beauty brand behind "Microneedling in a Bottle," is making its official U.S. in-store ...

Shades: Typically, everyday shades tend to skew more natural and muted in Korea, to accentuate natural beauty. “The most popular lip shades are are rose, peach, fig, grape—and they tend to be fairly sheer,” says Lee, who adds that K-beauty is just starting to get more experimental with bolder colors.

Nudestix is known for its blush products, and you can get the brand's bestselling essentials all in one set. It features a blush and bronzer inspired by the award-winning shade Sunkissed — both perfect for those no-makeup makeup days.

Themed around the concept of ‘Let’s Radiate’, the space shows off the Korean cosmetics brand’s new logo and recent appointment of V from K-pop band BTS as its new ambassador

Shop the best LIVE Boots Black Friday deals 2025, with top offers across skincare, haircare, body care, fragrance, beauty gifts and more.

Kiss Products Inc., best known in the mass market for artificial nails and eyelashes, is getting into the K-beauty cosmetics business. The Korean-American brand — its founder is of South Korean ancestry — is launching Joah, Korean for “I like it ...

With over 600,000 subscribers on YouTube, Pony is one of South Korea's most famous beauty gurus. Her real name is Hye-Min Park, though nearly everyone refers to her by her equine nickname. She's been blogging about Korean beauty for years, so if you're ...

There are projections that sales of Korean cosmetics in the United States will surpass $2 billion (approximately 2.93 trillion won) this year.