Skin Care Brand FULLY Expands into U.S. Sephora Stores
The K-beauty brand launched six products in over 580 locations on August 20.
Updated on Oct. 27, 2026 in Beauty
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Skin care brand FULLY officially expanded its presence in the United States on August 20 by launching six products across more than 580 Sephora stores. This rollout follows the company's entry into six Asia-Pacific markets earlier in March 2026.
Why it matters
The move brings the brand's diverse range of cleansing, treatment, hydration, moisturizing, and sun care products to a much broader domestic audience. It highlights the growing influence of Korean beauty products in the global retail market.
The U.S. launch features six products available through the OLIVE YOUNG K-Beauty Edit, including a new line of five rice-based items such as an essence toner and sunscreen. The brand's flagship Green Tomato Clay Mask Cleanser has already achieved over 3.5 million units sold globally.
The players
FULLY
A South Korean skin care brand known for its specialized beauty formulations.
Sephora
A global multinational retailer of personal care and beauty products that hosts the OLIVE YOUNG K-Beauty Edit.
Cardi B
An American rapper and celebrity who featured the brand's clay mask cleanser on TikTok in 2025.
Women's Health
A monthly women's lifestyle magazine that recognized the brand's clay mask in its 2025 Skincare Awards.
The details
Customers can access these products both in-store and online through the retailer's dedicated K-Beauty section. The popular Green Tomato Clay Mask Cleanser is designed to be applied as a mask that foams upon contact with water.
Timeline
March 2026: FULLY launched in Sephora across six Asia-Pacific markets.
August 20, 2026: Six FULLY products became available in U.S. Sephora stores.
Culture Shift
This expansion follows the established pattern of South Korean beauty brands leveraging partnerships with major retailers to capture international market share. It reflects a broader shift toward integrating niche K-beauty labels into mainstream shopping environments.
Consumers in the United States can now find these products across hundreds of brick-and-mortar locations rather than relying on international shipping. Shoppers can incorporate the new rice-based line into their daily hydration and moisturizing routines by visiting their local store.
The takeaway
When choosing new skin care products, consider how ingredients like rice extracts align with your specific hydration and treatment goals. Staying informed about beauty award winners can help you identify high-performing formulas that have been vetted by industry experts.
Further reading
Explore more trends in the Beauty section to understand how international brands are reshaping the retail market.
Source note: This article includes information reported by Mass Market Retailers.
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