K-beauty is now an established fact in the US personal care and cosmetics marketplace. Retailers from mass to luxury have wisely made space to accommodate brands made in Korea as well as those simply inspired by the K-beauty movement.

AmorePacific, headquartered in Seoul, South Korea, describes itself as “Korea’s leading beauty company,”​ according to a press release about the deal with Ulta. The company got its start in 1945 and owns a portfolio of some 20+ cosmetics, personal care, beauty, and health brands. Consumers here in the States know AmorePacific best for brands like Laneige, Innisfree, Sulwhosoo, Etude House, and now Mamonde.

The brand​

Mamonde has been an AmorePacific brand since 1990. And is “dedicated to the research and development of beauty innovations through the cultivation of flowers found in the Mamonde Garden,” ​according to the release. “Through advanced flower science research and technology, Mamonde…employs sustainable practices and expertly-trained scientists to continue to unveil skincare formulas that deliver the natural energy and essences of flowers.”​

The brand’s products include skin care items such as serum, eye gel, cleaning oil, makeup remover, and moisturizing cream. There are sheet masks and a lip mask. And, the brand has a line of complexion products as well: 6 shades of a Brightening Cover in cushion compacts.

The deal with Ulta puts this brand’s flower-based product collection on display for US consumers: “We are thrilled to have Ulta as the exclusive retail partner for Mamonde. This brand is very special so it was important to find the right partner to help support its beautiful story,”​ Jessica Hanson, president and general manager of AmorePacific US, tells the press. “We are excited to be able to offer consumers a range of simplified K-beauty products that deliver beautiful skin benefits,” ​she says.

The store​

Ulta Beauty sells K-beauty from brands like Memebox​, CosRx, Julep, and TonyMoly.

Commenting on the retailer’s partnership with Mamonde, Penny Coy, Ulta’s vice president of merchandising for prestige skincare and fragrance, says, "We're delighted to be the exclusive US brick and mortar retailer for Mamonde, with many additional items especially developed for Ulta Beauty.”​

“Mamonde, true to AmorePacific's deep heritage of innovation and trend leadership, is a fabulous addition to our continuously growing assortment of K-beauty products. Mamonde is botanical, nature-inspired and simplistic, even combining the ritualistic double cleanse routine into a single, rose-scented step,” ​adds Coy.

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Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.