SEOUL, South Korea — Korean skin care brand FULLY has launched in more than 580 Sephora stores across the United States as part of the OLIVE YOUNG K-Beauty Edit, marking its largest U.S. brick-and-mortar expansion to date. On August 20, six FULLY products became available in Sephora stores and online. The assortment spans cleansing, treatment, hydration, moisturizing and sun care.
The lineup includes the Green Tomato Clay Mask Cleanser, a two-in-one mask and cleanser that the company says has sold more than 3.5 million units worldwide. The clay formula is applied as a mask and foams when mixed with water.
In 2025, Cardi B featured the product on TikTok, calling it the “Last Boss” of K-beauty. That same year, Women’s Health named it Best Clay Mask in its 2025 Skincare Awards.
FULLY is also introducing five rice-based products to Sephora: Rice PDRN Glow Boosting Serum, Rice-Dough Mask Cleanser, Rice Ceramide Essence Toner, Rice Ceramide Moisturizing Cream, and Rice Ceramide Moisture Sunscreen. The serum contains rice-derived PDRN, rice bran water, ceramides, and adenosine.
“U.S. consumers are becoming increasingly familiar with K-beauty and more interested in the ingredients and formulations behind the products they use,” a FULLY spokesperson said. “Our launch at Sephora makes FULLY more accessible to U.S. consumers while giving them the opportunity to discover more of our skincare beyond the products they may already know.”
The U.S. rollout follows FULLY’s March launch at Sephora in six Asia-Pacific markets: Thailand, Singapore, Malaysia, Hong Kong, Australia, and New Zealand. The OLIVE YOUNG K-Beauty Edit at Sephora features Korean beauty brands the Korean beauty retailer selected for North American shoppers.
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