FULLY Expands Across the U.S. With Launch in More Than 580 Sephora Stores
HEALTH & BEAUTY
FULLY products available at Sephora.
The popularity of K-beauty continues to reshape the global skincare industry, and Korean skincare brand FULLY is taking a major step forward in its U.S. expansion strategy. The vegan, high-performance skincare brand has officially launched in more than 580 Sephora locations across the United States, significantly increasing its retail footprint and bringing its products to a broader audience of beauty consumers.
The nationwide rollout is part of the OLIVE YOUNG K-Beauty Edit, a curated collection designed to introduce some of Korea’s most popular beauty brands and products to North American shoppers. Available both in stores and online, the launch represents FULLY’s largest brick-and-mortar expansion in the U.S. market to date.
Bringing Korean Skincare to a Larger Audience
The partnership places FULLY among a carefully selected group of Korean beauty brands featured in Sephora’s K-beauty initiative. Led by OLIVE YOUNG, one of South Korea’s most influential beauty retailers, the program aims to connect American consumers with products that have gained strong followings in Korea and beyond.
FULLY’s entry into Sephora comes at a time when demand for Korean skincare continues to rise in the United States. Consumers are increasingly drawn to innovative ingredients, multifunctional products, and skincare routines focused on long-term skin health.
According to the company, the Sephora rollout makes its products more accessible while introducing shoppers to a wider range of formulations inspired by Korean skincare traditions.
The Star of the Collection: Green Tomato Clay Mask Cleanser
Among the products making their Sephora debut, the standout is FULLY’s Green Tomato Clay Mask Cleanser, one of the brand’s most recognized and successful offerings.
The product functions as both a clay mask and cleanser, providing a two-in-one solution designed to help remove excess oil and pore buildup. Applied as a clay mask and activated with water into a rich cleansing foam, it has become a signature product within the brand’s portfolio.
The cleanser has sold more than 3.5 million units worldwide, and its popularity received an additional boost in 2025 when Cardi B highlighted the product on TikTok, referring to it as the “Last Boss” of K-beauty. That same year, it was named Best Clay Mask in the Women's Health 2025 Skincare Awards.
Introducing Rice-Based Skincare Innovations
In addition to the Green Tomato collection, FULLY is introducing a lineup of rice-based products inspired by traditional Korean beauty practices. The collection combines modern skincare science with rice-derived ingredients known for their moisturizing and brightening properties.
Products in the Sephora assortment include:
Rice PDRN Glow Boosting Serum
Rice-Dough Mask Cleanser
Rice Ceramide Essence Toner
Rice Ceramide Moisturizing Cream
Rice Ceramide Moisture Sunscreen
The Rice PDRN Glow Boosting Serum features rice-derived PDRN, rice bran water, ceramides, and adenosine, ingredients formulated to support hydration and promote a radiant appearance.
Part of a Larger K-Beauty Movement
FULLY’s launch also reflects the growing influence of Korean beauty in mainstream U.S. retail. The OLIVE YOUNG K-Beauty Edit debuted across approximately 580 Sephora stores, bringing curated Korean skincare products directly to consumers nationwide.
This initiative marks a shift from introducing individual products to showcasing Korea’s broader beauty culture and expertise through carefully selected brands and formulations.
Major Milestone for FULLY
With its products now available in hundreds of Sephora locations across the United States, FULLY has reached a significant milestone in its global expansion journey. The move follows the brand’s earlier Sephora launches across several Asia-Pacific markets and positions the company for continued growth in one of the world’s most competitive beauty markets.
As K-beauty continues to gain momentum worldwide, FULLY’s nationwide Sephora debut demonstrates how Korean skincare brands are evolving from niche favorites into mainstream players, bringing innovative ingredients and formulations to consumers seeking effective, science-backed skincare solutions.
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