[Edaily Reporter KYUNG GYEYOUNG ] The Face Shop is accelerating its expansion into the North American market by entering Ulta Beauty, following its entry into Walmart.

LG H&H(051900), the operator of The Face Shop, announced on the 4th that The Face Shop products were introduced to approximately 500 Ulta Beauty brick-and-mortar stores earlier this month, following their launch on Ulta Beauty’s online store early last month. Ulta Beauty is a major U.S. cosmetics retailer.

The Face Shop is introducing its “Rice Water Bright” cleansing foam, wipes, and oil at Ulta Beauty. Rice Water Bright is a cosmetics line that reinterprets the traditional Korean beauty practice of washing the face with rice water. Since its debut in 2006, the cleansing line has surpassed 50 million units in cumulative sales both domestically and internationally. Last September, the “Rice Water Bright Cleansing Foam” was named the best foam cleanser at the “2026 Allure Best of Beauty Awards,” a global beauty awards ceremony.

In addition, The Face Shop’s newly launched skincare line, “Migamsu Ready” (Rice Water Ready), will also be introduced to U.S. consumers through Allure Beauty. Migamsu Ready is a skin prep line designed to condition and prepare the skin before applying makeup. The Face Shop explained that by leveraging the unique properties of Migamsu’s rice water and incorporating ingredients derived from domestically grown rice, the line helps improve skin radiance and provides moisturizing benefits. Flagship products include the “Glowy Glazing Serum,” “Glowy Essence Jelly Mist,” and “Glowy Lip Serum.”

The Face Shop’s strategy is to diversify its portfolio by expanding its reputation as a leading cleanser brand—established through the Migamso line—into the skincare category.

A The Face Shop representative stated, “We will extend our proven competitiveness in the cleansing category to basic skincare products to present customers with The Face Shop’s unique ‘K-Beauty Routine.’”