Narka, a Korean hair care brand built around lightweight repair formulas and styling products, is expanding into the U.S. retail market with a new partnership at Ulta Beauty, marking its most visible push yet beyond online and niche distribution.

The brand’s products became available on Ulta’s website on March 22, with in-store placement scheduled to begin April 2, according to company information. The rollout signals continued demand for K-beauty-inspired hair care in the U.S., where skin care has long dominated the category.

Narka enters the market positioning itself less as a basic hair care line and more as a hybrid between treatment and styling. The company said its formulas are designed to support long-term hair repair while still delivering immediate cosmetic results such as hold, smoothness and frizz control.

Among the products launching are the Hard Fix Hair Mascara and Hype Fit Hair Mascara, both priced at $16. The items are designed for targeted styling, helping tame flyaways and maintain shape without weighing hair down, a format that reflects the brand’s focus on portability and everyday use.

The expansion reflects a broader shift within K-beauty, where brands are increasingly applying the same principles that drove skin care popularity, including layering, sensory experience and ingredient-focused formulations, to hair care. Narka emphasizes fragrance, texture and what it describes as a “ritual” approach to styling, aiming to make daily routines more experiential rather than purely functional.

Company materials describe the products as “lightweight yet potent,” with an emphasis on combining treatment and styling into simplified routines. The approach aligns with growing consumer interest in multi-use products that reduce the number of steps in personal care.

Ulta has become a key entry point for international beauty brands looking to scale in the U.S., particularly those tied to K-beauty trends. By securing shelf space, Narka gains access to a broad customer base already familiar with Korean skin care, but increasingly open to adjacent categories such as hair care.

The timing also comes as competition in the hair care space intensifies, with brands leaning into claims around repair, scalp health and long-term hair strength rather than just styling performance.

Narka said its products are designed to “go beyond basic cleansing or styling,” combining treatment, styling and finishing functions into single formats that support healthier hair over time.

With its Ulta debut, the brand is betting that U.S. consumers are ready to extend K-beauty habits beyond skin care and into daily hair routines.