Ulta Beauty has partnered with K-Beauty World to bring products from more Korean cosmetics brands to its stores in the US.

Under the partnership, select products from Chasin’ Rabbits, I’m From, Mixsoon, Neogen, Rom&nd, Some By Mi, Sungboon Editor, and Unleashia will be available at Ulta Beauty stores nationwide and online.

Kaitlin Rinehart, VP of merchandising at Ulta, said the collaboration aims to meet US customers’ growing demand for Korean beauty innovation.

“This exclusive partnership brings time-honored, high-performing products that have been long trusted by Korean consumers to a broader audience, making it easier than ever for beauty lovers across the country to experience the power of K-Beauty. 

“While we have offered many K-Beauty brands within our skincare assortment for some time now, we are thrilled to enter this next phase of growth and expansion with even more brands to discover across categories and price points,” Rinehart added.

K-Beauty World offers over 200 products across skincare and color cosmetics via shoppable destinations and immersive activations. 

The company recently launched K-Beauty Mart, a traveling immersive pop-up, at Westfield Century City in LA, South by Southwest, RevolveFest during Coachella, and Bryant Park in New York. Lollapalooza in Chicago will be the next destination this month, with more to come later this year. 

Last week, Ulta Beauty acquired British beauty retailer Space NK, marking its first major move into the UK market.