FULLY, a vegan hyper-performance skincare brand under ADAPT (CEO Jeong-ha Park), said on August 26 that it will enter Sephora US through the 'OLIVE YOUNG K-Beauty Edit' section and begin selling six of its flagship skincare products.
The 'OLIVE YOUNG K-Beauty Edit' is a curated section at Sephora U.S. featuring K-beauty brands selected for North American consumers. FULLY is among the brands included in the lineup.
FULLY will introduce six products to US consumers through Sephora: Green Tomato Deep Purifying Clay Mask Cleanser, Rice-Dough Hydrating Mask Cleanser, Rice Ceramide Moisture Essence Toner, Rice Ceramide Moisture Capsule Cream, Rice Ceramide Moisture Barrier Sunscreen, and Rice PDRN Glow Barrier Boosting Serum.
The launch expands FULLY's distribution from online channels to Sephora stores across the United States. Starting with a promotional launch at Sephora's flagship store in Times Square, New York, FULLY is scheduled to roll out across approximately 580 Sephora stores as well as Sephora's online store in the US. The company said it plans to expand its reach among local consumers and build brand awareness.
FULLY describes itself as a 'vegan hyper-performance' skincare brand that combines naturally derived ingredients with convenience. Expanding from its signature Mask Cleanser line into toners, serums, creams and sun care, the brand launched 'FULLY LABS' in February, a skincare line focused on ingredient design and formulation research.
The Rice product line introduced through Sephora is inspired by traditional Korean beauty practices and is aimed at North American consumers seeking products focused on clear, healthy-looking skin. FULLY plans to introduce its rice-ingredient-based skincare lineup to consumers in the market.
Earlier this March, FULLY entered six major Asia-Pacific markets—Thailand, Singapore, Malaysia, Hong Kong, Australia and New Zealand—through Sephora. With the US launch, FULLY plans to further expand its distribution through the Sephora network and introduce products tailored to local consumer preferences.
"As demand for K-beauty continues to rise in the U.S. market, consumers are increasingly seeking brands with unique ingredients and proven efficacy," a FULLY official stated. "Through this entry into Sephora, we look forward to introducing FULLY's unique hyper-performance vegan skincare to more consumers and continuously expanding brand experiences tailored to the needs of each market."