FULLY Skincare Expands Reach in U.S. Sephora Stores

The brand now offers six products, including rice-based formulas, at more than 580 locations across the country.

Updated on Oct. 27, 2026 in Beauty

Bold vector editorial illustration of a skincare jar and a bowl of rice, representing a new beauty product line launch. — K-beauty brand FULLY expanded its U.S. retail presence on August 20, 2026, launching six products in more than 580 Sephora locations. AI Illustration. Upload story photo >

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Does the increased availability of international beauty products at major retail stores improve your shopping options?

K-beauty brand FULLY expanded its U.S. retail presence on August 20, 2026, launching six products in more than 580 Sephora locations. The rollout includes its popular Green Tomato Clay Mask Cleanser and a new five-product rice-based skincare line.

Why it matters

The expansion brings a globally popular skincare brand to domestic shelves through the OLIVE YOUNG K-Beauty Edit. Consumers now have broader access to products that have previously seen significant international success.

The brand reports sales of 3.5 million units for its Green Tomato Clay Mask Cleanser worldwide. While these sales metrics demonstrate high consumer interest, the specific efficacy of the new rice-based line remains unquantified by independent clinical trials.

The players

FULLY

A Seoul-based skincare brand specializing in K-Beauty products like clay masks and rice-based formulas.

Sephora

A global beauty retailer that carries the OLIVE YOUNG K-Beauty Edit in its stores and online.

Cardi B

A musical artist who featured the Green Tomato Clay Mask Cleanser on TikTok in 2025.

The details

The Green Tomato Clay Mask Cleanser functions as both a mask and a cleanser, foaming upon contact with water to assist with surface debris. The newly introduced rice-based line, which includes a serum, toner, moisturizer, mask, and sunscreen, utilizes traditional ingredients designed for hydration and gentle treatment. These products are integrated into the existing OLIVE YOUNG K-Beauty Edit selection available at Sephora.

March 2026: FULLY launched in six Asia-Pacific markets.
August 20, 2026: Six FULLY products debuted in more than 580 U.S. Sephora stores.

Health Landscape

This launch follows the established distribution pattern of the OLIVE YOUNG K-Beauty Edit in Western markets. It reflects the broader trend of South Korean skincare formulations gaining centralized shelf space in mainstream U.S. retail.

Shoppers can now access these products through local Sephora retailers to incorporate them into their personal routines. Any new skincare product, especially those utilizing new ingredients, should be patch-tested to ensure compatibility with your specific skin sensitivities.

The takeaway

The addition of new K-beauty options offers more variety for those looking to manage their skin cleansing and hydration routines. If you are concerned about how specific active ingredients will react with your skin, it is best to discuss new product introductions with a dermatologist.