LG Household & Health Care's beauty brand, The Face Shop, has entered the online and offline sales network of Ulta Beauty, a major cosmetics retailer in the United States. Following its entry into Walmart in July, the brand is expanding its local distribution channels and broadening its product range from cleansing to skincare.
On November 4, LG Household & Health Care announced that The Face Shop began selling products on Ulta Beauty's online store last month and has now entered over 500 physical stores. The products include the 'Migasu Bright' cleansing line, which features foam, tissues, and oil, as well as the new skincare line 'Migasu Ready,' totaling nine items.
The Migasu Bright line is inspired by rice water cleansing and has surpassed 50 million units in global sales. The Migasu cleansing foam was awarded 'Best Foam Cleanser' in the skincare category at the 2026 Allure Best of Beauty Awards in September.
The Migasu Ready line is designed to prepare the skin before makeup application. It contains ingredients derived from domestic rice and focuses on enhancing skin radiance and moisture management.
Key products include the 'Glowy Glazing Serum' with pearl, the gel-type 'Glowy Essence Jelly Mist,' and the 'Glowy Lip Serum' for lip hydration. The Face Shop plans to diversify its portfolio based on its successful Migasu cleansing products.
A representative from The Face Shop stated, "Sustained growth in the global market is the result of long-accumulated customer trust and continuous product innovation. We will expand our proven competitiveness in cleansing into basic skincare, showcasing The Face Shop's unique K-beauty routine."
Meanwhile, LG Household & Health Care is also targeting the Latin American market by introducing Dr. Groot and The Face Shop in Mexico, aiming to expand market entry opportunities based on brand recognition, local networks, and customer responses.
* This article has been translated by AI.
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