One of Korea’s pioneer beauty brands The Face Shop has made its Australian debut exclusively at Kmart and Target.

Renowned for combining traditional Korean beauty wisdom with nature-inspired ingredients such as rice, flowers and botanical extracts, The Face Shop has built a loyal following globally with affordable, effective skincare designed to deliver visible results without unnecessary complexity.

Leading the Australian launch is the brand’s hero collection, Rice Water Bright, Korea’s “number one selling” cleanser and a long-standing cult favourite that has sold more than 50 million units globally since its debut in 2006, according to the brand.

Since launching in the US in late 2025, the range has rocketed to become the country’s “number one selling” K-beauty cleanser.

Rice Water Bright has quickly built a dedicated celebrity following, including renowned makeup artist Ariel Tejada, who used Rice Water Bright products while preparing Kylie Jenner for this year’s Met Gala, with the range also a backstage staple among makeup artists at New York Fashion Week.

A spokesperson for The Face Shop said they were thrilled to bring the pioneering K-beauty brand to Australia, making its affordable and effective skincare accessible to Australian consumers.

“We’re so excited to make our quality skincare available and accessible to Australians, who have truly embraced K-beauty and are the largest per capita consumers of K-beauty outside of Korea*.

“The Face Shop is one of the pioneers of K-beauty, bringing heritage, nature-inspired ingredients and modern Korean skincare science together. We’re thrilled to be leading with the launch of Rice Water Bright, which includes Korea’s best-selling cleanser and cleansing wipes,” the spokesperson said.

At the heart of the Rice Water Bright collection is rice extract, an ingredient deeply rooted in Korean beauty traditions, and now a global trend.

“For more than a thousand years, Korean women have used rice water as part of their skincare rituals, believing it helped create a brighter, softer and more luminous complexion. Rich in vitamins, amino acids and minerals, rice water remains one of K-beauty’s most treasured ingredients, long associated with achieving the coveted “glass skin” look.”

The collection combines this historical ingredient with vitamins and skin-supporting ceramides to help cleanse, nourish and brighten the skin while maintaining moisture balance. The Face Shop’s Rice Water Bright collection will initially launch with a cleansing trio of Wipes, Oil and Foam delivering a complete cleansing system.

The Cleansing Wipes remove makeup and impurities, while the Cleansing Oil and Cleansing Foam form the foundation of Korea’s renowned double cleansing ritual, an oil-based cleanse to dissolve makeup and sebum, followed by a water-based cleanse to gently clear remaining residue without stripping the skin. All three are vegan, cruelty free with no nasties.

• Rice Water Bright Cleansing Wipes (50 wipes) – RRP $16
• Rice Water Bright Light Cleansing Oil (150mL) – RRP $25
• Rice Water Bright Cleansing Foam (150mL) – RRP $16.99.

“With K-beauty continuing to dominate global beauty trends, The Face Shop’s Australian arrival gives consumers access to one of Korea’s most respected heritage beauty brands and the cleansing range that has remained a bestseller for over two decades.”

The Face Shop’s Rice Water Bright range is available at Kmart and Target, with the range also available at Coles from 13 September for a limited time.