LG H&H's flagship K-Beauty brand, The Face Shop, is significantly expanding its customer reach in the North American market by entering Walmart, the largest offline retail channel in the United States. This move marks the brand's expansion of its offline presence into the US market two years after its successful entry into Walmart Canada in 2024, and is expected to be a crucial step in solidifying the global standing of K-Beauty brands.
The Face Shop Strengthens North American Offline Market Presence
The Face Shop will introduce five key products, including its signature "Rice Water Bright" cleansing line, at approximately 1,600 Walmart stores across the United States, starting locally on the 26th. This follows the brand's successful launch in Walmart Canada in 2024, representing a significant expansion of its offline distribution network in North America.
With this Walmart entry, The Face Shop will become more accessible to consumers nationwide in the U.S., which is expected to significantly contribute to meeting local demand for K-Beauty products and enhancing brand awareness. Walmart's extensive distribution network is anticipated to play a decisive role in establishing The Face Shop as a mainstream brand in the North American market.
The Global Success of 'Rice Water Bright' Cleansing Line
The core product entering Walmart is the "Rice Water Bright" cleansing line, which reinterprets Korea's traditional beauty secret of "rice water cleansing" with LG H&H's advanced research and development (R&D) technology. This bestseller has surpassed 49 million units in cumulative sales worldwide and successfully entered the North American market via Amazon's online platform under its English name, 'Rice Water Bright,' since 2024.
The 'Rice Water Bright' line continues its global popularity in over 30 countries through continuous innovation, including a design renewal to mark its 20th anniversary. Notably, the 'Rice Water Bright Cleansing Tissue' gained significant traction on North American social media through the "1 Wipe Challenge" campaign. By promoting the "double cleansing" method using its cleansing oil and foam, the line has firmly established itself as a leading 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 over two years. The cleansing tissue also achieved recognition for its exceptional product quality, winning an award at the "2026 Cosmopolitan Holy Grail Awards." These accomplishments underscore the global appeal and proven efficacy of the 'Rice Water Bright' product line.
Strategic Steps to Bolster K-Beauty Leadership
Building on word-of-mouth success for its "rice water cleansing" — a method developed from 20 years of accumulated rice research expertise — The Face Shop has sequentially expanded its presence into major U.S. retail channels beyond Walmart, including Target, CVS, and Walgreens. This demonstrates The Face Shop's gradual but significant expansion of influence within the North American market.
This expansion of its offline distribution network through the Walmart entry will serve as a crucial foundation for The Face Shop to further solidify its position as a leading K-Beauty brand in the global market. LG H&H plans to continue promoting the excellence of K-Beauty to consumers worldwide, beyond North America, through innovative products and localized marketing strategies.
