KSECRET: Korean skincare brand arrives in more than 500 ULTA Beauty stores

South Korean skincare brand KSECRET has gone on sale at ULTA Beauty in the United States, both online and in more than 500 stores nationwide, the company said in a statement issued in New York on Monday, November 2.

Two products from SEOUL 1988, described by the brand as its flagship line, lead the launch, each priced at $22. One is a serum pairing 2% liposomal retinal with black ginseng. The other is an eye cream combining 4% liposomal retinal with fermented bean.

Eight products make up the range in total. They include a day cream with 1% retinal and fermented rice at $25 and a 12% black rice spot treatment at $20. Collagen and niacinamide formulas round out the selection, priced between $22 and $25.

Retinal, like retinol, is a derivative of vitamin A. KSECRET claims it works up to 11 times faster on the look of wrinkles, uneven tone and skin texture. Concentrations across the line run from 1% to 12%, a spread the brand says suits both newcomers to retinoids and regular users.

The ULTA Beauty deal extends the K-beauty label’s push into the American market, following its nationwide debut at Costco earlier this year. The company says the KSECRET hashtag has drawn more than 2 billion views on TikTok over the past 12 months.

As part of the launch, collagen skincare beads have been offered free with every purchase since October 25, while stocks last.