Clio’s Healing Bird enters Ulta Beauty in the U.S.

CLIO’s hair care brand Healing Bird is accelerating its push into North America with a launch at Ulta Beauty, the largest specialty beauty retailer in the United States.

Healing Bird launched nine SKUs on Ulta’s official online store on March 25, followed by seven SKUs at about 600 stores across the United States starting April 5. The online and in-store launches are significantly expanding the brand’s consumer reach and helping it build awareness in North America.

The launch came as part of Ulta’s strategy to strengthen its K-beauty and hair care categories in the U.S. market, including the creation of a “K-Beauty Hair Zone.” Ulta is a major retailer focused on expanding its K-beauty lineup as interest in the trend grows in the United States. Healing Bird joined the zone alongside global K-hair care brands.

Healing Bird is drawing local consumer interest, particularly for its No-Wash Treatment Damage Repair and Protein Deep Hair Mask lines, which have maintained strong popularity in South Korea. CLIO plans to strengthen the brand’s competitiveness in line with the North American hair care market’s emphasis on both performance and a distinctive brand experience.

CLIO said the large-scale Ulta launch is an important foothold for Healing Bird as it significantly expands its reach in North American stores. The company plans to continue increasing the number of Ulta locations carrying the brand and its SKUs, and to establish Healing Bird as a leading brand showcasing the strengths of K-hair care in North America, following its success in makeup.