Sephora

SEOUL – October 28, 2026 -- Korean vegan skincare brand FULLY is now sold at more than 580 Sephora stores across the U.S. and online, with six products available since August 20, 2026.

The rollout is part of the OLIVE YOUNG K-Beauty Edit at Sephora. OLIVE YOUNG, which the source describes as Korea's leading beauty and lifestyle retailer, curated the assortment to introduce Korean beauty brands to North American shoppers. For FULLY, it is the largest brick-and-mortar expansion in the U.S. so far.

A 3.5-million-unit clay cleanser leads the lineup

The headliner is the Green Tomato Clay Mask Cleanser, a 2-in-1 product that has sold more than 3.5 million units worldwide. The creamy clay is applied as a mask, then turns into a rich foam with water to remove excess sebum and pore buildup.

Cardi B featured the product on TikTok in 2025. That same year, Women's Health named it Best Clay Mask in its 2025 Skincare Awards.

New York -- September 14, 2026 -- Khloé Kardashian's fragrance portfolio officially launched at Sephora on September 14, 2026, bringing her three scents to 1,300 Sephora US and Sephora Kohl's doors nationwide. The rollout, done in partnership with Luxe Brands, also makes Sephora the exclusive Canadian retailer for the collection.

Three scents anchor the retail debut

The lineup includes XO Khloé, Almost Always, and the newly launched XO BLUE. All three are now available both on Sephora.com and in physical stores starting September 14, 2026.

The US launch is a springboard for global expansion

Luxe Brands and Kardashian are using the North American rollout to set up further expansion into Mexico, Brazil, India, and markets across Asia. The strategy leans on Sephora's retail visibility to gauge consumer demand before scaling internationally.