Korean Skincare Brand FULLY Launches at More Than 580 Sephora Stores Across the U.S.
PR Newswire
SEOUL, South Korea, Oct. 27, 2026
- FULLY expands its U.S. retail presence through the OLIVE YOUNG K-Beauty Edit at Sephora, now available in stores and online
- Six skincare products, including the best-selling Green Tomato Clay Mask Cleanser, debut for U.S. Sephora shoppers
SEOUL, South Korea, Oct. 27, 2026 /PRNewswire/ — FULLY, a Korean vegan high-performance skincare brand, has expanded its U.S. retail presence with a nationwide launch at more than 580 Sephora stores through the OLIVE YOUNG K-Beauty Edit. FULLY products became available in stores and online beginning August 20, 2026, marking the brand’s largest brick-and-mortar expansion in the U.S. to date.
OLIVE YOUNG, Korea’s leading beauty and lifestyle retailer, has curated the OLIVE YOUNG K-Beauty Edit at Sephora to introduce Korean beauty brands to North American consumers. The assortment includes six FULLY products across cleansing, treatment, hydration, moisturizing and sun care.
The Sephora lineup is led by FULLY’s best-selling Green Tomato Clay Mask Cleanser, a 2-in-1 clay mask and cleanser that has become one of the brand’s best-known products in the U.S. In 2025, Cardi B featured the product on TikTok, referring to it as the “Last Boss” of K-beauty. That same year, Women’s Health named it Best Clay Mask in its 2025 Skincare Awards.
The Green Tomato Clay Mask Cleanser has sold more than 3.5 million units worldwide. The creamy clay formula is applied as a mask, then transforms into a rich foam with water to cleanse away excess sebum and pore buildup.
FULLY is also introducing its rice-based skincare lineup to U.S. Sephora shoppers. Inspired by the longstanding use of rice in Korean beauty routines, the collection combines rice-derived ingredients with formulas focused on hydration, barrier support and radiance.
The lineup includes the Rice PDRN Glow Boosting Serum, formulated with rice-derived PDRN, rice bran water, ceramides and adenosine to hydrate the skin and leave it looking plump and radiant. The assortment also includes the Rice-Dough Mask Cleanser, Rice Ceramide Essence Toner, Rice Ceramide Moisturizing Cream and Rice Ceramide Moisture Sunscreen.
“U.S. consumers are becoming increasingly familiar with K-beauty and more interested in the ingredients and formulations behind the products they use,” said a FULLY spokesperson. “Our launch at Sephora makes FULLY more accessible to U.S. consumers while giving them the opportunity to discover more of our skincare beyond the products they may already know.”
The U.S. launch follows FULLY’s expansion into Sephora in six Asia-Pacific markets — Thailand, Singapore, Malaysia, Hong Kong, Australia and New Zealand — in March 2026.
FULLY is a Korean vegan high-performance skincare brand guided by the philosophy “Born from Nature, Proven by Science.” The brand develops skincare that combines naturally derived ingredients with science-backed formulations, with a focus on efficacy, skin comfort and distinctive textures.
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SOURCE FULLY
