South Korean beauty brand The Face Shop has launched in New Zealand, making its retail debut across Kmart and The Warehouse stores nationwide.
The launch includes the brand’s core collection, ‘Rice Water Bright’, introducing a three-piece cleansing system built around traditional rice water extracts, vitamins, and ceramides.
The range features Rice Water Bright Cleansing Wipes, Rice Water Bright Light Cleansing Oil, and Rice Water Bright Cleansing Foam. The brand says all products in the initial cleansing trio are vegan and cruelty-free.
A representative from The Face Shop said that the expansion aims to provide accessible, affordable skincare to New Zealand consumers who have increasingly adopted K-beauty routines.
The Face Shop’s Rice Water Bright range is available at Kmart and The Warehouse, with prices ranging from $17 to $25.
Founded in South Korea, The Face Shop is a pioneering K-beauty brand known for using natural botanical ingredients, including rice, flowers, and herbs, in functional skincare. Its broader global portfolio includes ranges such as Real Nature, At Home Aesthetics, and Dr Belmeur.
The brand’s products have gained significant popularity internationally, often used by prominent makeup artists during major industry events such as the Met Gala and New York Fashion Week.
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