Japanese skincare remains a major force in the US beauty market, a trend paved by K-beauty. Many Japanese beauty brands have reached US consumers by selling their products online first before entering the US retail space.
DECORTÉ's strategy is no different. The Japanese prestige beauty brand renowned for its pioneering skincare science announced the launch of its signature Liposome skincare collection in 400 Ulta Beauty stores nationwide on Nov. 2nd.
Previously sold on the Ulta website, this launch into stores marks a milestone for the brand in its US expansion. Beginning in February 2027, its Liposome Advanced Repair Serum will gain even greater exposure through additional expansion in 1,200 stores nationwide.
DECORTÉ introduces more American beauty enthusiasts to one of Japan's most celebrated skincare innovations. Powered by proprietary Multi-Layered Bio-Liposome Technology, Liposome Advanced Repair Serum is Japan's top-selling serum, building on decades of Japanese skincare expertise and consumer trust.
"Our partnership with Ulta Beauty marks an important milestone in bringing one of Japan's most celebrated skincare innovations to a larger U.S. audience," says Cherry Wen, President & CEO of KOSÉ America. "As we continue to expand KOSÉ's presence in the U.S., we are excited to introduce more American consumers to the exceptional science, quality and sensorial experience that have made Liposome a beloved skincare icon."
The Liposome Advanced Repair Serum, offers an intelligent delivery system that releases hydration and key ingredients layer by layer over time, helping skin look smoother, healthier and more resilient.
The global beauty market, specifically from Japanese brands, is projected to grow from USD 40.41 billion in 2026 to USD 60.21 billion by 2034, according to Fortune Business Insights. Additionally, J-beauty products market insights reveal that over 40 retail outlets out of 100 stock J-Beauty brands, reflecting growing demand.
DECORTÉ partnership with Ulta reflects the growing consumer interest while further establishing DECORTÉ as a leading destination for Japanese prestige beauty in the U.S.
"DECORTÉ is a perfect example, bringing a sophisticated approach to skincare and a sensorial product experience that offers something truly differentiated within our assortment,” says Lisa Tamburello, Vice President of Merchandising, Ulta Beauty. After first introducing the brand through Ulta Beauty Marketplace, we're excited to quickly expand the partnership across our omnichannel ecosystem, thoughtfully selecting the stores where we believe the brand will best meet the needs and interests of our guests."
