Ulta Beauty has expanded its international skincare lineup across the United States this November by onboarding two distinct Asian beauty brands: South Korean mass-market staple The Face Shop and Japanese prestige label Decorté. The simultaneous rollouts bring both everyday botanical cleansers and high-end liposomal delivery formulas to hundreds of brick-and-mortar locations nationwide, as well as the retailer's digital storefront. For American beauty consumers, the dual launch bridges the gap between accessible daily skin preparation and luxury barrier repair under one roof.

The two brands represent different tiers of the Asian skincare market and are entering the retail chain through tailored distribution models. According to K-VIBE, LG H&H's The Face Shop completed its expansion into approximately 500 physical Ulta stores in early November 2026 after debuting on the retailer's website in October.

Meanwhile, Decorté announced through a press release hosted on Fidelity that its signature Liposome collection entered 400 Ulta locations on November 1, 2026, complementing its online catalog as part of Ulta's inaugural Global Beauty program.

The Face Shop Expands From Cleansing Staples to Skin Prep

For The Face Shop, the Ulta partnership marks a rapid acceleration of its North American brick-and-mortar footprint. The brand previously entered Walmart locations across the United States in July 2026 and tested the market for its newest product range on Amazon North America in June, according to Businesskorea. By securing shelf space at roughly 500 Ulta doors, the LG H&H subsidiary is moving beyond its established reputation in makeup removal to compete directly in the daily hydration and pre-makeup conditioning categories.

The brand's Ulta assortment consists of nine flagship products split between two core collections: Rice Water Bright and Rice Water Ready.

Marking its 20th anniversary this year with updated packaging, the Rice Water Bright line reinterprets traditional Korean beauty methods using rice extract. The range has recorded cumulative global sales of 50 million units. As reported by Korea IT Times, the cleansing lineup includes facial foam, cleansing oil, and cleansing tissues. The Rice Water cleansing foam recently gained stateside recognition when it was named the best foam cleanser in the skincare category at the September 2026 Allure Best of Beauty Awards, following last year's introduction of the Milk and Jelly Double Cleansing Foam designed to streamline two-step washing routines.

To build on that cleansing foundation, The Face Shop is introducing Ulta shoppers to its Rice Water Ready line. Formulated with domestically produced rice derivatives, the range targets the growing "skin prep" category, conditioning the epidermis so subsequent cosmetics apply smoothly without caking or separating.

The collection features three primary textures designed for hydration and surface radiance: the Glowy Glazing Serum for a smooth, reflective finish; the gel-textured Glowy Essence Jelly Mist; and the moisturizing Glowy Lip Serum.

Decorté Brings Multi-Layered Liposome Science to 400 Doors

On the prestige side of the store, Decorté is introducing Ulta shoppers to Japanese cosmetic formulation science centered on sustained moisture delivery. The brand's rollout focuses on its Liposome skincare collection, which utilizes proprietary Multi-Layered Bio-Liposome Technology to deliver time-released hydration and reinforce the skin surface.

According to product listings on Ulta Beauty, the flagship Liposome Advanced Repair Serum is designed to be applied morning and evening—using two to three pumps on a clean, dry face, eye area, neck, and décolletage—prior to moisturizer. In cosmetic formulation terms, applying a liposomal serum directly after cleansing helps soften the stratum corneum, improving the absorption of subsequent creams while creating an even, supple canvas for foundation.

The 0.5 oz size of the serum is listed at $42.

The wider assortment features the Liposome Advanced Repair Cream, priced at $102 for a 1.7 oz jar, as well as the Liposome Advanced Essentials Set. Priced at $60 with a stated $93 value, the three-piece discovery kit offers an accessible entry point for consumers curious about Japanese luxury skincare, bundling a 0.5 oz serum, a 0.29 oz eye serum, and a 0.35 oz cream.

While Decorté plans to scale its physical footprint significantly, reporting indicates that product availability varies by channel. Decorté's corporate announcement states that the Liposome collection launched in 400 stores on November 1, with a planned expansion of the Liposome Advanced Repair Serum to 1,200 Ulta locations beginning in February 2027.

At the same time, individual Ulta product pages currently label the 0.5 oz Liposome Advanced Repair Serum and the Liposome Advanced Repair Lip Serum as online-only items, meaning shoppers will find varying selections depending on whether they browse in person or digitally.

What the Dual Rollout Means for US Beauty Shoppers

Ulta Beauty's decision to group mass-market Korean formulations and high-tech Japanese treatments within its brick-and-mortar footprint reflects how American consumers currently build their skincare routines. Rather than adhering strictly to a single price tier or geographic trend, modern shoppers frequently pair budget-friendly botanical cleansers and prep mists with targeted, higher-priced barrier serums.

Which Ulta locations carry The Face Shop and Decorté in person?

The Face Shop is currently stocked in approximately 500 physical Ulta stores nationwide, while Decorté's initial physical rollout covers 400 stores selected to match local guest demographics.

Because certain sizes and treatments—such as Decorté's 0.5 oz serum and lip serum—are marked as online-only on Ulta's website, shoppers should check local store inventory tools online before visiting in person.

How do Decorté's entry-level options compare to its full-size luxury products?

Shoppers looking to test Decorté's Multi-Layered Bio-Liposome Technology without committing to the $102 full-size repair cream can opt for the 0.5 oz starter serum at $42. Alternatively, the $60 three-piece Liposome Advanced Essentials Set includes the same 0.5 oz serum alongside travel-sized versions of the eye serum (0.29 oz) and repair cream (0.35 oz) for an extra $18.

When will Decorté expand to more physical stores?

Following its November 2026 debut in 400 doors, Decorté has outlined a future distribution phase scheduled for February 2027, which will place its signature Liposome Advanced Repair Serum into 1,200 Ulta stores across the country.

Sources