K-beauty brand Nooni will make its US retail debut at discount chain Target on 6 September as it eyes a larger share of the American beauty market.
The brand has launched into the retailer with its viral Apple Lip Oil, available in eight shades for US$15 each, rather than bringing its broader skin care portfolio.
The expansion marks a major milestone for the business, which is increasing the pace of its US mass market expansion in 2026.
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At the same time, retailers including Ulta Beauty have been continuing to expand their Korean beauty assortments in 2026, with K-beauty brand Dr.Forhair breaking into the US beauty market via a partnership with LVMH-owned beauty retailer Sephora.
Target has similarly been building out the category, but with its current K-beauty offering still heavily concentrated in skin care, this presented an opportunity for Korean make-up products, Nooni CEO Dino Ha told Cosmetics Business.
“We are not entering retail to test whether there is demand for Nooni, consumers have already demonstrated that demand online,” said Ha.
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