The Face Shop's Rice Water Line Just Landed in 500+ Ulta Stores
The Migam-su Bright Cleansing line — built around the Korean traditional beauty practice of rice water rinsing — has crossed 50 million units sold globally, and now it's sitting on shelves at over 500 Ulta Beauty locations across the US. The brand, under LG Household & Health Care, completed the Ulta offline rollout at the start of this month, following an online launch on Ulta's site last month. That's a fast two-step: Walmart in July, Ulta online then in-store by November.
The product that arguably earned this shelf space: the Migam-su Cleansing Foam, which took home 'Best Foam Cleanser' in the Skincare category at the 2026 Allure Best of Beauty Awards in September. That's the kind of third-party validation that opens doors at major US retailers, and it's part of the nine SKUs The Face Shop is introducing through Ulta.
The new addition to the lineup is Migam-su Ready — a skin prep range designed to get skin in order before makeup. It's formulated with domestically sourced (Korean) rice-derived ingredients and includes an essence, a jelly mist, and a lip serum. The Face Shop first launched Migam-su Ready on Amazon North America in June, timed to the line's 20th anniversary, which also came with a packaging redesign.
The 20-year mark is worth noting: Migam-su has been a core line since the brand's early days, and the anniversary repackage plus the new Ready sub-line signals a deliberate push to reintroduce it to a global audience — not just ride the existing Bright Cleansing wave. The Ulta placement puts both the heritage cleansing line and the newer skin prep products side by side for US shoppers who might be discovering the brand for the first time.
If you're already a Migam-su Cleansing Foam convert, the Ready essence and jelly mist are the logical next step to try — same rice-derived base, now positioned as the before-makeup layer. And if you haven't tried the cleansing foam yet, the Allure award is a reasonable shortcut for deciding whether to pick it up in-store.
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