This Major Beauty Trend is Finally Coming to Ulta

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From shampoo to sheet masks, every beauty lover knows that Ulta is the place to go when your “to-buy” list is getting a little long. And while it may seem like the retailer carries every beauty product you could think of, you may have missed the lack of K-beauty products on the shelves the last time you were browsing them (which is surprising, as names like Nordstrom and Target have all signed up to be associated with the trend). However, all of this is about to change: This week, the beauty retailer is launching a Korea-based beauty collection in 300 of its highest volume stores and online—but, it’s not like any other K-beauty line you’ve seen around.

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According to WWD, the collection will include a selection of 25 hand-selected products from six K-beauty brands (we’re talking names like SkinRx Lab, Thank You Farmer, ORG Skincare, CosRX, Botanic Farm and CLE) and the lineup will purposely be free of kitschy items that customers purchase solely for their sheer entertainment factors (think: snail creams and animal sheet masks). “I know these products sell and perform,” Sarah Chung, founder and chief executive officer of Landing International tells WWD (her company worked with Ulta to curate this specific collection). “People will fall in love and come back for more because they’re great, good quality products; it’s not something where they’re like, ‘Oh I want to try this for fun.’ It’s something they can use day to day.”

The collection is said to range from $18 to $58 and will be featured in the store’s prestige section. The displays will showcase the importance of the multistep skin care routine that Asian beauty routines are known for, suggest a simplified four-step version of the process to shoppers—“cleanse, treat, hydrate and fight aging”—and recommend a selection of K-beauty products which do the trick best. While we can’t speak for you, editing down the thousands of Korean-based skin care products that are currently available to consumers down to a condensed selection based on performance and ingredients sounds like one heck of a favor to us. You can shop the collection in person yourself, should your local store be one of the 300, come March 6. If not, join us online! 

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