Korean beauty giant Amorepacific is launching its flagship Laneige skin care brand in the United Kingdom and the Middle East, following a rollout in North America.
The North American expansion has included the Laneige, Sulwhasoo and Innisfree brands, driving Q1 2023 North American sales growth of 80% thanks to channels such as Sephora, Amazon and AmorePacific-owned retail.
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Best sellers in the market have included Gen Z and millennial favorites such as Laneige's Lip Sleeping Mask and Water Bank Blue Hyaluronic Collection, Sulwhasoo's First Care Activating Serum and Concentrated Ginseng Renewing Cream, and Innisfree's Daily UV Defense Sunscreen and Green Tea Hyaluronic Acid Collection.
Following up on this success, Amorepacific has entered Space NK in the United Kingdom and will expand further in the market by highlighting Laneige's Lip Sleeping Mask and Waterbank Cream.
The company has also tapped brand ambassador Sydney Sweeney.
Laneige has also expanded into the Middle East via Sephora, particularly the United Arab Emirates (UAE), Saudi Arabia, Kuwait, Qatar and Bahrain.
"The North American and European markets are a hotbed for global beauty brands," said Jinpyo Lee, chief strategy officer at Amorepacific Group. "The growth of Amorepacific's brands in these markets shows that local customers recognize our efforts in investing in natural ingredients and R&D for more than 70 years. Amorepacific will continue to actively expand customer contact points in various global markets and grow into a global beauty company that helps individuals discover their unique healthy beauty."
Lee continued, "Prior to our official launch, Laneige was featured on Cult Beauty, Look Fantastic and Beauty Bay, e-commerce platforms specializing in beauty in the United Kingdom, and we were able to see the strong interest from local customers. As the demand for Korean beauty products in the European market has increased in recent years, our sales in Europe grew by more than 90% year-on-year in Q1 2023. We look forward to providing our customers in the U.K. with the same high level of satisfaction with our brands."
