South Korean beauty company AmorePacific has launched its first international online shopping website in a move that consolidates its global business strategy outlined last year.

Previously retailing its products on global shopping websites of Etude and Innisfree, the new site is launched on Aritaum (www.aritaum.com/en/main.do), which is a total beauty solution store and can be used on computers and mobiles.

The site comes as part of the company’s global business strategy called ‘Seven Pillar Strategy’, which sees the company earmarking an expansion from five areas – Great China, South East Asia, Japan, North America and Western Europe – to a further two regions, India and South America.

AmorePacific hopes to boost its business in the areas of India, South America and the Middle East following the launch of the site, which sells products to consumers in 27 countries and sells all the company’s brands apart from IOPE, Laneige, Mamonde, Hanyul, Odyssey and Sulwhasoo.

The company has placed a market research group called Haecho into South America with a particular emphasis on pushing forward in Brazil.