Japanese Skincare Line Lands in 400 Ulta Stores
U.S. shoppers can now find DECORTÉ's Liposome collection in person, with a serum expansion to 1,200 stores planned for February 2027.
Updated on Nov. 3, 2026 in Beauty
Live Poll
Would you buy skincare from a Japanese brand at Ulta?
DECORTÉ, a Japanese prestige beauty brand, launched its Liposome skincare collection in 400 Ulta Beauty stores nationwide on November 2, 2026. The Liposome Advanced Repair Serum is slated to expand to 1,200 Ulta stores beginning in February 2027, giving U.S. shoppers wider in-store access to the line.
Why it matters
The move shifts a collection previously sold mainly online into physical retail, letting shoppers test products before buying. It also reflects a broader pattern of Japanese beauty brands gaining ground in U.S. retail, where over 40 of 100 retail outlets already stock J-Beauty brands.
The figures come from DECORTÉ's retail rollout announcement and a market forecast for Japanese beauty brands. Sales performance for the Liposome line has not been reported, so the expansion reflects the brand's retail plans rather than measured consumer results.
The players
DECORTÉ
A Japanese prestige skincare brand whose Liposome line uses bio-liposome delivery technology.
Ulta Beauty
A major U.S. beauty retailer that is carrying DECORTÉ's Liposome collection in its stores.
The details
DECORTÉ's Liposome Advanced Repair Serum uses Multi-Layered Bio-Liposome Technology, which is designed to release hydration and key ingredients layer by layer over time. The serum is Japan's top-selling serum. DECORTÉ first introduced the brand to U.S. shoppers through Ulta Beauty Marketplace before moving into physical stores.
Timeline
November 2, 2026: Liposome collection launches in 400 Ulta Beauty stores nationwide.
February 2027: Liposome Advanced Repair Serum expands to 1,200 Ulta stores.
2034: Projected year the Japanese beauty market reaches USD 60.21 billion.
Health Landscape
Japanese beauty brands are expanding their share of the global market, with projections placing the segment at USD 60.21 billion by 2034. Physical retail placement, not only online sales, is becoming a key route for these brands to reach consumers.
Shoppers who want to try the Liposome line can now find it in person at participating Ulta stores rather than only online. As with any new skincare product, it is worth reviewing ingredients with a dermatologist if you have sensitive skin or a specific skin condition.
The takeaway
Expanding in-store availability can make it easier to evaluate skincare before buying. If you are considering a new product, talk with a dermatologist about whether its ingredients fit your skin.
What happens next
The Liposome Advanced Repair Serum is scheduled to expand to 1,200 Ulta stores in February 2027.
Further reading
For more on how new products reach shelves, browse our Beauty coverage.
Live Poll
Would you buy skincare from a Japanese brand at Ulta?
