PHOTO Ulta Beauty meets K-beauty

Visitors crowd a traditional Korean hanok-inspired entrance to the K-Beauty World booth at Ulta Beauty Field Leadership Conference 2026 at the Orange County Convention Center in Orlando, Fla., in April. Held April 14 to 16, the event brought together about 200 select brands carried by major U.S. retailer Ulta Beauty. Landing International, Ulta’s Korean cosmetics distributor, jointly hosted the booth to showcase rising Korean hair care and skin care brands in the U.S. market. The company said online influencers, beauty media editors, brand representatives and local consumers showed strong interest. Landing has operated the K-Beauty World booth annually for a decade to promote K-beauty in the United States. Courtesy of Landing International