KSecret Launches Skincare Line at Ulta Nationwide
The K-Beauty brand's products are now available online and in stores at Ulta locations across the country.
Updated on Nov. 4, 2026 in Beauty
K-Beauty brand KSecret is launching its skincare products online and in stores at Ulta nationwide. The launch follows the brand's nationwide Costco debut earlier this year and its presence in more than 500 Ulta locations.
Why it matters
The expansion gives U.S. shoppers broader access to KSecret's retinal-based products, which the brand positions as an alternative to traditional retinol. Ulta's nationwide reach places the Seoul 1988 line in front of a large domestic beauty audience.
Both hero products, Serum: Retinal Liposome 2% + Black Ginseng and Eye Cream: Retinal Liposome 4% + Fermented Bean, retail for $22 each. The brand offers retinal liposome in 1%, 2%, 4%, and 12% strengths, and the Ulta assortment includes eight KSecret products.
The players
KSecret
KSecret is a K-Beauty brand known for its retinal-based skincare line, including the Seoul 1988 collection.
Ulta Beauty
Ulta Beauty is a large U.S. beauty retailer operating hundreds of stores and an online platform.
The details
KSecret uses retinal, a vitamin A derivative, which the brand says works 11 times faster than retinol. The brand pairs advanced skincare technology with ingredient expertise, and its hero products are now available both online and in stores at Ulta.
Timeline
Earlier this year: KSecret made its nationwide Costco debut.
November 4, 2026: KSecret's nationwide Ulta launch was announced.
Culture Shift
KSecret's expansion reflects the growing popularity of K-Beauty brands in the U.S., which has accelerated through social media platforms such as TikTok. Retinal's positioning against retinol places the brand within the broader retinoid market that has long been a staple of American skincare routines.
U.S. shoppers can now buy KSecret's $22 hero serum and eye cream at Ulta stores or online without visiting specialty K-Beauty retailers. The product lineup spans four retinal liposome strengths, letting buyers choose a level suited to their skin.
The takeaway
Shoppers exploring retinoid products can compare strength options and price points across brands before choosing a product. Checking ingredient concentrations helps match a serum or eye cream to individual skin sensitivity.
Further reading
Explore more trends in Beauty to see how brands like KSecret are reaching U.S. shoppers.
Source note: This article includes information reported by Happi.
