“Did you wear sunscreen today?” reads a smattering of blue bubble letters across the front window of Korean beauty store Senti Senti’s new location in Williamsburg, New York. The shop — founded in ...

Once posited as a trend, 2025 made clear that K-beauty is here to stay: In the past year, Korean cosmetics have taken the ...

Ulta Beauty is going deeper into the Korean beauty market through a partnership with K-Beauty World that will bring eight Korean beauty brands to Ulta’s stores and website this summer. Products from ...