AmorePacific has entered the U.S. prestige market with its clean skin care brand Primera, according to a report by WWD.com.
The range has until now been sold exclusively in South Korea and will now enter sephora.com with around 25 products. Going forward, around five key hero products will launch into Sephora stores in July, with a wider range entering into the stores this fall.
With the launch part of AmorePacific’s ongoing strategy of international expansion, it is thought that the continuing demand for clean beauty instigated the entry into the U.S.
Amorepacific U.S. President and General Manager Jessica Hanson, stated, “When I first started [with Amorepacific] in 2017, natural, organic and clean was just starting to heat up and on my first trip to Korea, (I saw) Primera was already in that space. With that added layer of doing good for the world, it’s perfect timing to launch in the U.S.”
Fitting into the retailers Clean at Sephora program, Hanson stated that it was the retailer that courted the brand. She said, “They saw the brand on a trip to South Korea, and they started tracking how many people were searching for the brand name and product names. They came to us about a year and a half ago and said they wanted to build the brand out here.”