LG Household & Health Care's The Face Shop Expands U.S. Presence

LG Household & Health Care's leading K-beauty brand, The Face Shop, has made a significant move by entering the U.S. market through Walmart, the largest offline retail channel in the country. This development allows The Face Shop to greatly expand its customer touchpoints in North America.

Starting from the 26th (local time), The Face Shop will showcase five major products, including its flagship cleansing line, Rice Water Bright, across more than 1,600 Walmart locations. Following its entry into Canadian Walmart in 2024, the brand's expansion into U.S. stores after two years marks a significant milestone in its North American offline strategy.

Rice Water Bright, a cleansing line reinterpreted through LG Household & Health Care's R&D capabilities based on the traditional Korean beauty practice of 'rice water cleansing,' has surpassed cumulative sales of 49 million units. It has successfully established its presence in the U.S. market, having launched on the North American online platform, Amazon, in 2024.

Celebrating its 20th anniversary, Rice Water Bright recently underwent a design renewal and continues to see global success across over 30 countries. The cleansing wipes have gained traction on North American social media through campaigns such as the '1 Wipe Challenge,' solidifying its position as a leading K-beauty cleanser alongside cleansing oils and foams promoting double cleansing.

Both the cleansing wipes and cleansing oil have maintained a top 10 ranking in Amazon's cleansing category for over two years. Recently, the cleansing wipes received accolades at the 2026 Cosmopolitan Holy Grail Beauty Awards, recognized for their superior product quality.

A representative from The Face Shop stated, “The 20 years of expertise in rice research behind 'rice water cleansing' has gained traction locally, leading to an expanding presence in major retail channels such as Target, CVS, and Walgreens. We aim to solidify our status as a leading K-beauty brand on the global stage through this offline distribution network expansion.”