Fully Expands Global Reach through Sephora's Olive Young K-Beauty Edit

Fully, a vegan hyper-performance skincare brand under the direct-to-consumer media commerce company ADAPT, has announced its entry into the U.S. market through the 'Olive Young K-Beauty Edit' at Sephora. The rollout of six flagship skincare products began on the 20th.

This launch is part of Sephora's 'Olive Young K-Beauty Edit,' a curated space that introduces carefully selected K-beauty brands tailored to the North American consumer market. Fully is among the chosen brands, demonstrating its global competitiveness.

The products being showcased include a Green Tomato Clay Pack Cleanser, Rice Dough Pack Cleanser, Rice Cera Essence Toner, Rice Cera Capsule Cream, Rice Cera Moisture Sunscreen, and Rice PDRN Radiance Serum. These selections aim to meet the preferences of local consumers.

Notably, this entry marks a significant expansion beyond online channels into physical Sephora stores across the U.S. Fully will begin promoting the 'Olive Young K-Beauty Edit' at Sephora's flagship store in Times Square, New York, with plans to officially launch in over 580 Sephora retail locations and online, enhancing its engagement with North American consumers.

Fully aims to address global consumer needs with its focus on high functionality and ease of use, derived from natural ingredients. Starting with its pack cleanser line, the brand has expanded to include toners, serums, creams, and sunscreens. In February, Fully strengthened its product competitiveness with the introduction of its high-performance skincare line, Fully Labs, emphasizing scientific formulation design and research.

The rice line products showcased at Sephora align with North America's beauty trends that prioritize clear and healthy skin. Fully intends to provide a differentiated K-skin care experience with its lineup based on traditional Korean beauty practices.

Previously, during March, Fully made its debut in six major countries in the Asia-Pacific region through Sephora in Thailand, Singapore, Malaysia, Hong Kong, Australia, and New Zealand. This launch into U.S. Sephora will further expand Fully's global distribution network and introduce products tailored to local consumer demands.

A representative from Fully remarked on the continued growth of interest in K-beauty within the U.S. market, noting an increased demand for brands offering differentiated ingredients and product quality. This entry into Sephora is seen as an opportunity to broaden the reach of Fully’s vegan hyper-performance skincare and to continuously expand product offerings and brand experiences that reflect the needs of each market.