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Available in Over 600 Target Stores and Online Across the US
Korean beauty brands SUNGBOON EDITOR and Milk Touch have officially hit the shelves at Target Beauty Studio, the major US retailer’s newly launched dedicated beauty space, starting September 10, 2026. You can now spot both brands in the Asian Beauty section across more than 600 Target locations nationwide, as well as on Target.com. The official announcement was made on September 14.
This retail expansion brings two distinct Korean brands into the national spotlight, each playing to its unique strengths. SUNGBOON EDITOR focuses on skincare that pairs specific ingredients with targeted skin concerns, while Milk Touch offers a more playful lineup bridging color cosmetics and skincare. Together, they cater to everyone from K-beauty novices to seasoned enthusiasts.
Target Beauty Studio is designed as a fresh space for beauty discovery, bringing together prestige, emerging, and global brands under one roof. The section features over 1,600 products from 90 brands spanning skincare, makeup, haircare, fragrance, bath and body, and nails. Shoppers can look forward to rotating product showcases, dedicated beauty advisors, and exclusive perks for Target Circle members.
Growing from 8 Masks to a 29-Piece Skincare Lineup
For SUNGBOON EDITOR, this rollout isn’t a completely new introduction to Target. The brand’s eight collagen masks were already available in stores nationwide. Now, they are scaling up significantly to a 29-product assortment that includes cleansers, toners, ampoules, creams, treatment pads, mists, and masks. It is a leap from simply building name recognition through a single hero product to providing a comprehensive daily skincare routine.
The expanded lineup showcases eight distinct ingredient-driven collections. Highlights include the Deep Collagen line featuring retinol, peptides, and bakuchiol, alongside other specialized ranges like Silk Peptide EGF, PDRN Pink Vitamin, Kojic Acid Niacinamide, Green Tomato NMN, Blue Agave Hyal-Ion, Muscat Grape Vita C, and Red Heartleaf BHA-Lino.
Putting the ingredient names front and center is how SUNGBOON EDITOR helps shoppers navigate products based on their specific skincare needs. Consumers who initially discovered the brand through its collagen masks can now find cleansers, toners, treatments, and moisturizers all in the same aisle.
Milk Touch Debuts with 39 Makeup and Skincare Essentials
Milk Touch is bringing a 39-piece collection of makeup and skincare to Target Beauty Studio. The launch features 16 shades of the All-Day Milky Glow Cushion Foundation and 9 shades of the Jelly Fit Tinted Glow Tint. Rounding out the selection are four shades of the Black Peel-Off Lip Tattoo, four shades of the Glow Up Collagen Lip Balm, and two variations of their Iconic Mascara.
Offering 16 foundation shades and 9 lip tints shows a focus on providing diverse color options rather than leaning on a single viral hit. By bringing in everything from lip tattoos and balms to mascaras, the brand allows shoppers to build multiple steps of their makeup routine from a single line. It’s a notable shift for K-beauty, a category best known for skincare, to be claiming shelf space in the cosmetics aisles of major retailers too.
While SUNGBOON EDITOR and Milk Touch both fall under the K-beauty umbrella, their approaches are quite different. As SUNGBOON EDITOR expands its ingredient-focused functional skincare, Milk Touch leans into playful makeup characterized by diverse shades and application styles. By housing both in the same space, Target is presenting a more well-rounded view of K-beauty that goes beyond just the basics.
K-Beauty Becomes a Mainstay in Big-Box Retail
This expansion is about more than just adding products to a shelf. It means US consumers can now browse and buy these items during their regular Target runs, without the hassle of international shipping or hunting down specialty Korean beauty shops. With the integration of dedicated beauty advisors and e-commerce, shoppers can easily discover a product in-store and seamlessly repurchase it online later.
Joey Chung, US Market Director for Olive International, noted during the announcement that the Target Beauty Studio expansion represents a major milestone for both brands. It is an opportunity to evolve SUNGBOON EDITOR from a mask brand into a comprehensive skincare regimen, while officially introducing Milk Touch’s makeup and skincare essentials to a massive American retail audience.
The simultaneous growth of these two brands points to a broader trend: K-beauty is moving past being a viral online phenomenon and becoming an everyday staple at major US retailers. With both ingredient-led skincare and versatile color cosmetics hitting national shelves side by side, the American perception of Korean beauty is clearly expanding from sheet masks and basics into full, everyday skincare and makeup routines.
Source: SUNGBOON EDITOR and Milk Touch PR Newswire press release, September 14, 2026.
