LG Household & Health Care is accelerating its penetration into the United States, the world's largest cosmetics market.
The company has recently made its herbal cosmetics brand “Belif” available at online and offline stores of Ulta Beauty, the largest cosmetics retailer in the United States. “Belif products are currently available at 60 Ulta stores in major cities, and we plan to enter 300 Ulta stores within March,” an LG Household & Health Care official said.
Launched in 2010, Belif is a cosmetics brand based on herbal knowledge from herbalist Duncan Napier, who first opened an herb clinic shop in Edinburgh, Scotland, in 1860. In particular, its concept of pursuing naturalness meets the demand of overseas consumers and is gaining great responses from them.
Belif products are placed on its exclusive shelves at Ulta stores. In the early stages of Korean cosmetics’ entry into the U.S. market, Belif products were usually displayed alongside other products in K-Beauty zones, but they took their own exclusive shelves thanks to their strong competitiveness.
Belif’s partnership with Ulta is the second distribution deal in the United States after its deal with Sephora. Belif entered the U.S. market for the first time among LG Household & Health Care’s cosmetic brands by entering U.S. stores of Sephora, a global cosmetics editing shop brand.
The brand’s flagship product, “Belif The True Cream Aqua Balm,” which is nicknamed a “moisturizing bomb,” became one of the highest-selling products in the moisturizer category of Sephora's online mall Sephora.com in six months since its opening. Belif was first available at 35 Sephora stores in the United States but is now selling at about 410 stores in major U.S. cities including New York and Boston.