[Edaily Reporter kim mi-kyung ] LG H&H’s K-Beauty brand, The Face Shop, is set to begin its full-scale expansion into the North American market by launching at Walmart, the largest retailer in the U.S.

LG H&H(051900) The Face Shop announced on the 26th that, starting on the 26th (local time), it will begin selling five key products—including its flagship cleansing line, “Migamsoo Bright”—at approximately 1,600 Walmart stores across the U.S.

Following its entry into Walmart Canada in 2024, The Face Shop has expanded its sales network to Walmart in the U.S. just two years later, further strengthening its offline distribution footprint in North America.

Its flagship product, “Migamsu,” is a cleansing line that modernizes the traditional Korean beauty practice of “washing your face with rice water” using LG H&H’s research and development (R&D) technology. It is a bestseller that has surpassed 49 million units in cumulative sales. Since entering the North American market via Amazon in 2024, it has gained recognition among local consumers and is considered to have successfully established itself in the market.

Recently, the “1 Wipe Challenge”—which involves removing makeup in a single swipe—has been trending on social media, generating word-of-mouth buzz for “Migamsu Cleansing Wipes.” The company explains that the K-Beauty-style “double cleansing” routine, which combines cleansing oil and foam, has also gained traction among local consumers, further enhancing the brand’s competitiveness.

The Face Shop recently revamped the product’s design to mark its 20th anniversary and is currently enjoying continued success in over 30 countries worldwide. The Migamsoo Cleansing Wipes and Cleansing Oil have maintained a top-10 ranking in Amazon’s cleansing category for over two years, and the brand recently received recognition for its product quality by winning the “2026 Cosmopolitan Holy Grail Beauty Awards.” In addition, the brand is expanding its distribution network in the North American market by successively entering major U.S. retail channels such as Target, CVS, and Walgreens.

An LG H&H official stated, “Our ‘Rice Water Cleansing’ line, which incorporates 20 years of accumulated rice research expertise, has been well-received locally, allowing us to expand our sales network into major retail channels,” adding, “Building on the expansion of our offline distribution network, we will solidify our position as a leading global K-Beauty brand.”