Glossy Pop Newsletter: In 2025, Sephora goes big on K-Beauty — again

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K-beauty is having a moment, again. And in the coming months, it’s set to go from all over your TikTok FYP to the shelves of your nearest Sephora. In February, two new K-beauty brands will hit the retailer’s shelves, and, according to Brooke Banwart, svp of skin-care merchandising, the retailer will be doubling its K-beauty portfolio this year.

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