LG H&H's flagship K-Beauty brand, The Face Shop, is significantly expanding its 고객 접점 in the 북미 시장 by entering Walmart, the largest offline 유통망 in the United States. This move marks the brand's 확장 of its offline 입지 into the US 시장 two years after its successful 진출 into Walmart Canada in 2024, and is expected to be a crucial step in solidifying the global 위상 of K-Beauty brands.
The Face Shop Strengthens North American Offline Market Presence
The Face Shop will introduce five key 제품 including its signature "Rice Water Bright" cleansing line, at approximately 1,600 Walmart 매장 across the United States, starting locally on the 26th. This follows the brand's 성공적인 launch in Walmart Canada in 2024, representing a significant 확장 of its offline 유통망 in 북미.
With this Walmart 입점, The Face Shop will become more accessible to 고객 nationwide in the U.S., which is expected to significantly contribute to meeting local 수요 for K-Beauty 제품 and enhancing brand 인지도. Walmart's extensive 유통망 is anticipated to play a decisive 역할 in establishing The Face Shop as a 주류 brand in the 북미 시장.
The Global Success of 'Rice Water Bright' Cleansing Line
The core 제품 entering Walmart is the "Rice Water Bright" cleansing line, which reinterprets Korea's 전통 beauty 비결 of "rice water cleansing" with LG H&H's advanced 연구개발 기술력. This bestseller has surpassed 49 million units in 누적 판매량 전 세계 and 성공적으로 북미 시장에 진출 via Amazon's online platform under its 영문명, 'Rice Water Bright,' since 2024.
The 'Rice Water Bright' line continues its global 인기 in 이상 30 countries through continuous 혁신, including a design renewal to mark its 20th anniversary. Notably, the 'Rice Water Bright Cleansing Tissue' gained significant 영향력 on North American social media through the "1 Wipe Challenge" campaign. By promoting the 이중 세안법 using its cleansing oil and foam, the line has firmly established itself as a 대표 K-Beauty cleanser.
The 'Rice Water Bright' Cleansing Tissue and 'Cleansing Oil' have consistently ranked within the top 10 in Amazon's cleansing category for 이상 two years. The cleansing tissue also achieved recognition for its exceptional 제품력, winning an award at the "2026 Cosmopolitan Holy Grail Awards." These 성과 underscore the global 우수성 and proven efficacy of the 'Rice Water Bright' 제품 line.
Strategic Steps to Bolster K-Beauty Leadership
Building on word-of-mouth 성공 for its "rice water cleansing" — a 세안법 developed from 20 years of accumulated 연구 expertise — The Face Shop has sequentially 확장 its presence into 주요 U.S. 유통 channels beyond Walmart, including Target, CVS, and Walgreens. This demonstrates The Face Shop's gradual but significant 영향력 expansion within the 북미 시장.
This 유통망 확장 through the Walmart 입점 will serve as a crucial 전략적 거점 for The Face Shop to further solidify its 입지 as a 대표 K-Beauty brand in the 전 세계 시장. LG H&H 계획 to continue promoting the 우수성 of K-Beauty to 고객 전 세계, beyond 북미, through 혁신적인 제품 and localized 전략.
