THE WHAT? LG Household & Health Care has expanded the US distribution of its K-beauty brand The Face Shop by launching its flagship Rice Water Bright range in more than 1,600 Walmart stores, significantly increasing the brand’s physical retail presence in North America.
THE DETAILS The rollout includes five products from the Rice Water Bright cleansing range, which has sold more than 49 million units globally and is now available in more than 30 countries. The Walmart launch builds on The Face Shop’s North American expansion strategy, which began with Amazon in 2024 before extending into Walmart Canada and major US retailers including Target, CVS and Walgreens. The company said the 20-year heritage of the Rice Water Bright franchise and its continued commercial success have supported its expansion into leading retail chains, with the range recently receiving updated packaging as part of its global growth strategy.
THE WHY? The agreement demonstrates the continued commercial momentum of K-beauty in the North American mass retail channel. Securing distribution with Walmart strengthens LG Household & Health Care’s international growth strategy while highlighting increasing retailer demand for established Korean skincare brands with proven global sales performance.
Source:The Korea Herald
