K-Beauty World Expands into Mexico with Ulta Beauty

K-Beauty World, a US-based retail platform powered by retail partner, Landing International, has expanded into Mexico in partnership with Ulta Beauty.

Seven of Korea’s most influential beauty brands launched at 10 Ulta Beauty Mexico locations last month, marking the next phase of K-Beauty World’s global retail journey, officials said.

“Latin American consumers are among the most engaged and fastest-growing audiences for K-Beauty globally—drawn to its skin-first philosophy, sensorial textures, and visible results,” said Sarah Chung Park, founder of K-Beauty World and CEO of Landing International. “With Ulta Beauty’s international expansion into Mexico, it was a natural next step to bring K-Beauty World to this market. We’re proud to create a platform that not only celebrates the innovation coming out of Korea, but also meets the needs of Latin consumers in a way that feels authentic, inclusive, and culturally connected.”

Following a successful US launch at Ulta Beauty earlier this summer, K-Beauty World continues to break ground by introducing Mixsoon, Bringgreen, Hanskin, Neogen, I’m From, Some By Mi and Cosrx to Ulta Beauty Mexico. The rollout began at Ulta Beauty’s first Mexico City location in Antara Fashion Hall, which opened on Aug. 21, followed by Galerías Metepec on Aug. 28. An additional eight stores are scheduled to open across key markets—including Guadalajara, León, Monterrey, and Tijuana—by January 2026, with 15 more planned for 2026.

Latin American Tour

To amplify K-Beauty World’s expansion into Mexico, the brand will launch a Latin America tour of its K-Beauty Mart, a traveling immersive pop-up, which recently completed its US tour in five locations—Westfield Century City in LA, South by Southwest, RevolveFest during Coachella, Bryant Park in NYC, and Lollapalooza in Chicago. Modeled after Korea’s beloved convenience stores, the activation will travel to key Latin-forward cultural moments throughout fall, featuring interactive displays, bilingual education, and early access to K-Beauty’s next big hits.

The Latin K-Beauty Mart tour will include Formula 1 Grand Prix in Mexico City on Oct. 24-26, with additional stops to be announced in the coming months.

The brands launching in Mexico were selected using a proprietary seven-point evaluation framework, developed by Landing International, which assesses each brand’s market readiness, consumer resonance, and long-term growth potential. Notably, some brands like Bring Green chose to launch in Mexico before expanding into the US market, underscoring the region’s unique influence and appeal.

Select K-Beauty World products will be available in all Ulta Beauty Mexico locations and on Ulta.com.mx as doors continue to open throughout the year.