The Face Shop, a beauty brand under LG Household & Health Care (051900.KS), said on the 26th that it will introduce five key products, including the cleansing product "Migamsu Bright," at about 1,600 Walmart stores in the United States.
The Face Shop's "Migamsu" is a cleansing line inspired by "rice water cleansing," a traditional Korean beauty method, and reinterpreted in a modern way. As the brand's flagship product, it has surpassed cumulative sales of 49 million units. Having recently marked the 20th anniversary of its launch, the product renewed its package design and continues its global success in more than 30 countries worldwide.
In 2024, it entered the North American online mall "Amazon," where the Migamsu cleansing tissue and cleansing oil have maintained a spot in the top 10 of Amazon's cleansing category for more than two years. In particular, through a campaign to wipe off makeup with a single tissue (the 1 Wipe Challenge), the "Migamsu cleansing tissue" drew attention on North American social media and raised brand awareness.
"'Rice water cleansing,' which embodies 20 years of rice research know-how, gained word-of-mouth locally and successively entered major distribution channels such as Target, CVS, and Walgreens, establishing its foothold," a The Face Shop official said. "Building on the expansion of our offline distribution network, we will solidify our status as a leading K-beauty brand at the forefront of the global market."
