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.
Five rice-based products join the cleanser
The other five products come from FULLY's rice-based line, which draws on the long use of rice in Korean beauty routines. The formulas focus on hydration, barrier support and radiance. The six-product range covers cleansing, treatment, hydration, moisturizing and sun care.
- Rice PDRN Glow Boosting Serum: made with rice-derived PDRN, rice bran water, ceramides and adenosine to hydrate skin and leave it looking plump and radiant
- Rice-Dough Mask Cleanser
- Rice Ceramide Essence Toner
- Rice Ceramide Moisturizing Cream
- Rice Ceramide Moisture Sunscreen
FULLY says Sephora makes the brand easier to find
A FULLY spokesperson said U.S. consumers are increasingly interested in the ingredients and formulations behind their products. The Sephora launch makes the brand "more accessible," the spokesperson said, and lets shoppers explore beyond the products they may already know.
The U.S. launch follows FULLY's March 2026 arrival at Sephora in six Asia-Pacific markets: Thailand, Singapore, Malaysia, Hong Kong, Australia and New Zealand.