Rice Water Bright cleansing line continues global growth as K-beauty bestseller
LG Household & Health Care (LG H&H) is accelerating its expansion in North America as its flagship K-beauty brand, THE FACE SHOP, launches its products in more than 1,600 Walmart stores across the United States.
Beginning July 26 (local time), THE FACE SHOP will offer five key products at Walmart locations nationwide, including its signature Rice Water Bright cleansing line. The expansion follows the brand's successful entry into Walmart Canada in 2024 and marks another major milestone in strengthening its offline retail presence across North America.
The move comes as Korean beauty brands continue to gain popularity among U.S. consumers, with major retailers expanding shelf space for skincare products that emphasize gentle ingredients and effective cleansing routines.
Rice Water Bright is THE FACE SHOP's flagship cleansing collection inspired by Korea's traditional rice water cleansing ritual and enhanced through LG H&H's research and development capabilities. The product line has surpassed 49 million units in cumulative global sales, making it one of the brand's best-selling skincare franchises.
Marketed under the name "Rice Water Bright," the collection entered Amazon's North American marketplace in 2024 and has steadily expanded its customer base. Its Cleansing Wipes and Light Cleansing Oil have consistently ranked among Amazon's Top 10 products in the cleansing category for more than two years.
The brand recently celebrated the 20th anniversary of the Rice Water Bright line with refreshed packaging while continuing sales in more than 30 countries worldwide.
Its Cleansing Wipes also gained significant attention on North American social media through the "1 Wipe Challenge," which demonstrated the product's makeup-removing performance using a single cleansing wipe. Combined with the Korean double-cleansing routine featuring cleansing oil and cleansing foam, the campaign further strengthened the brand's position as a leading K-beauty cleansing solution.
The Rice Water Bright Cleansing Wipes were also recognized for product excellence by winning a 2026 Cosmopolitan Holy Grail Beauty Award.
THE FACE SHOP has steadily expanded its U.S. retail footprint through major distribution channels, including Amazon, Target, CVS, and Walgreens. The addition of Walmart, the largest brick-and-mortar retailer in the United States, is expected to significantly broaden the brand's consumer reach and reinforce its position in the highly competitive North American beauty market.
"Products inspired by Korea's traditional rice water cleansing culture and backed by two decades of research have earned strong word-of-mouth recognition among local consumers," a THE FACE SHOP representative said. "Building on our expanded offline retail network, we will continue strengthening our position as a leading global K-beauty brand."
