EXCLUSIVE: Glow Recipe Is Entering Ulta Beauty

Glow Recipe, a skin care brand, is expanding its retail footprint by entering Ulta Beauty, nearly a decade after its debut at Sephora in the US. The brand, which first launched in 2014 as a K-beauty e-commerce marketplace, has been selling exclusively at Sephora in the US for almost a decade.

This move matters for social commerce as it indicates a growing trend of online brands expanding into physical retail spaces, and the increasing importance of omnichannel presence for beauty and skincare brands. The expansion also comes after Glow Recipe went viral during 'eye patch gate', highlighting the impact of social media on consumer behavior and brand visibility.