At the end of last year, Glossy reported on K-Beauty’s second wave in the U.S.; throughout 2025, it remained one of the most influential forces shaping the beauty industry. Sephora launched K-Beauty brands including Amorepacific-owned Aestura and Hanyul this year, as well as Beauty of Joseon, Biodance and Torriden. In July, Ulta Beauty introduced 11 K-Beauty brands at once, indicating its dedication to the category. It differentiated from other retailers with an assortment including both skin care and color cosmetics, comprised of brands including TirTir, Medicube, Fwee, Sungboon Editor, Mixsoon and VT Cosmetics, among others. Target has also invested in K-Beauty this year: In the fall, it expanded its existing K-Beauty assortment by 80%. Its assortment includes brands such as Roundlab, Skin 1004, Ma:nyo, Numbuzin, Mediheal and, as of December 28, Haruharu Wonder. Continue reading this article on glossy.co. Sign up for Glossy newsletters to get the latest on the business of beauty, fashion and pop culture.
