COSRX Expands into Lip Care with Peptide-Infused Collection at ULTA — COSRX Inc.

Event summary

COSRX launched the 5 Peptide Lip Collection, a nine-product line combining skincare and color, exclusively at ULTA on September 6, 2026.
The collection includes three formats: a tinted treatment, a barrier repair salve, and an overnight lip mask, all priced between $15 and $16.
The hero product, the 5 Peptide Collagen Lip Fill Tinted Treatment, features a 5 Peptide Complex and Collagen to target lip lines and enhance volume.
Early consumer reviews highlight the balance between treatment benefits and cosmetic payoff, with users noting hydration and shine without stickiness.

The big picture

COSRX's foray into lip care aligns with the broader industry trend of skinification, where consumers seek multifunctional products that combine skincare benefits with cosmetic enhancements. The launch at ULTA, a key retailer in the beauty sector, underscores the brand's strategic move to leverage its peptide expertise in a new category. The success of this collection could set a precedent for other skincare brands looking to expand their product lines into adjacent beauty segments.

What we're watching

Market Expansion: Whether COSRX can successfully transition its skincare expertise to the lip care category and capture market share in a competitive segment.
Consumer Adoption: The pace at which consumers embrace the hybrid skincare-color concept, particularly given the growing trend of skinification in beauty.
Retail Strategy: How the exclusive launch at ULTA will impact COSRX's distribution strategy and potential expansion to other retailers.