AmorePacific further diversifies with Laneige launch in the UK and Middle East

AmorePacific further diversifies with Laneige launch in the UK and Middle East

THE WHAT? Following the successful roll out of its Laneige, Sulwhasoo and Innisfree brands in North America, with sales growing 23 percent in the first quarter of this year, AmorePacific has announced the launch of Laneige in the UK and Middle East.

THE DETAILS The K-beauty brand hit shelves in luxury UK retailer, Space NK last month and will promote its first bricks and mortar location in the country with an exclusive brand space at Space NK Kings Cross and Westfield in London, through May.

In the Middle East, the brand has partnered with Sephora, launching in the LVMH-owned perfumery chain’s stores across the UAE and four GCC countries (Saudi Arabia, Kuwait, Qatar and Bahrain).

THE WHY? With growth in Korea and China, long K-beauty’s focus, stunted by lingering COVID-restrictions and the rise of national sentiment, AmorePacific is diversifying in its search for growth. Jinpyo Lee, Chief Strategy Officer at Amorepacific Group, reveals, “The North American and European markets are a hotbed for global beauty brands. 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.”