Clio, represented by CEO Han Hyun-ok, announced on the 25th that its haircare brand Healing Bird has made its debut in the United States' largest beauty retail channel, Ulta Beauty, simultaneously expanding both online and offline.

Following the launch of nine SKUs on Ulta's official online platform on March 25, Healing Bird completed the introduction of seven SKUs to approximately 600 physical stores in the U.S. starting from April 5. This dual-channel strategy significantly broadens consumer touchpoints, rapidly establishing brand recognition in the North American market.

This expansion was facilitated by Ulta's initiative to strengthen K-beauty and haircare categories, creating the 'K-Beauty Hair Zone.' As a key retailer focusing on expanding K-beauty offerings, Ulta has placed Healing Bird alongside global K-haircare brands in this specialized zone.

Healing Bird particularly garners attention for its popular domestic products such as the 'No-Wash Treatment Damage Repair' and 'Protein Deep Hair Mask,' catering to local consumer interests. Clio aims to enhance its competitive edge in the North American haircare market, which prioritizes both functionality and sensory brand experiences.

Clio positions the substantial entry into Ulta as a pivotal move for Healing Bird to significantly broaden its consumer touchpoints in the North American offline market. The company plans to continue increasing the number of stores and SKUs offered at Ulta, establishing itself as a leading brand in promoting the excellence of K-haircare in the North American market, following its success in makeup.

Ultimately, this strategic entry indicates a notable shift in Ulta's commitment to enhancing its K-beauty portfolio, suggesting a burgeoning ecosystem for K-brands in the U.S. beauty arena.