LG Household & Health Care's The Face Shop to Launch in Over 1,600 Walmart Stores Across the US
Key Takeaways
- •The Face Shop will introduce five products, including Rice Water Bright cleansing items, at over 1,600 Walmart locations across the United States.
- •The brand entered the North American market through Amazon in 2024 and expanded to Target, CVS, Walgreens, and Walmart Canada before reaching US Walmart stores.
- •Rice Water Bright has sold more than 49 million units worldwide and is currently available in over 30 countries.
- •The brand's cleansing tissues and oil have ranked among Amazon's top 10 cleansing products for more than two consecutive years.
- •The expansion reflects a broader industry trend of major US retailers allocating shelf space to K-beauty brands that first built consumer demand online.
LG Household & Health Care announced Sunday that its beauty brand The Face Shop will introduce five products — including items from its flagship Rice Water Bright cleansing line — at more than 1,600 Walmart stores across the United States.
The expansion reflects the broader acceleration of Korean beauty brands into US mass-market retail, as major chains increasingly allocate shelf space to K-beauty products that have first built consumer demand through online channels.
Inspired by the traditional Korean practice of cleansing the face with rice water, the Rice Water Bright line has sold over 49 million units worldwide. The products combine rice-derived ingredients with LG Household & Health Care's proprietary skincare technology.
The brand first entered the North American market through Amazon in 2024 and has since broadened its presence to Walmart stores in Canada as well as major US retailers including Target, CVS, and Walgreens. The leap to more than 1,600 US Walmart locations represents a notably rapid transition from e-commerce debut to nationwide brick-and-mortar distribution within roughly a year.
Celebrating its 20th anniversary this year, Rice Water Bright recently underwent a packaging redesign and is currently available in more than 30 countries.
The line's cleansing tissues gained traction on North American social media through the viral "1 Wipe Challenge," while the brand has also actively promoted the Korean double-cleansing method using its cleansing oil and foam cleanser.
The cleansing tissues and oil have ranked among Amazon's top 10 cleansing products for more than two consecutive years. The tissues were additionally named a winner at the 2026 Cosmopolitan Holy Grail Beauty Awards.
"Twenty years of research into rice-based skincare and the popularity of Rice Water Bright have helped us enter major retail channels, including Target, CVS, and Walgreens," a company official said.
"Building on our expanded offline distribution network, we aim to strengthen The Face Shop's position as a leading global K-beauty brand."