The Face Shop, a K-beauty brand of LG H&H(051900), will enter Walmart, the largest offline retailer in the United States. The company is expanding its North American business, which had centered on online channels such as Amazon, into a large offline distribution network.
LG H&H said that starting on the 26th (local time), it will sell five items, including The Face Shop's flagship cleansing line "Migamsu Bright," at more than 1,600 Walmart stores in the United States. It entered the U.S. market two years after landing in Walmart Canada in 2024.
The Face Shop had earlier been rolled out sequentially at major local channels such as Target, CVS and Walgreens.
Migamsu is a cleansing lineup that applies the traditional beauty practice of washing the face with rice water and is the company's signature product, with cumulative sales exceeding 49 million units. It entered Amazon in 2024 under the English name "Rice Water Bright" and is now sold in about 30 countries. The cleansing tissues and cleansing oil have stayed within the top 10 of Amazon's cleansing category for more than two years.