THE WHAT? Amorepacific has launched its Laneige brand onto the Japanese market via Atocosme Online and Atocosme’s Harajuku branch in Tokyo, according to Business Korea. 

THE DETAILS Amorepacific tested Japanese consumer interest in the Laneige brand prior to launch, with the Neo-Cushion and Lip Sleeping Mask ranking number one in their categories on the Japanese review platform LIPS. 

The company has since launched the Neo-Cushion, Lip Sleeping Mask, and Cica Sleeping Mask in the Japanese market.

THE WHY? Interest in K Beauty is said to be on the incline in Japan, with a reported increase of Korean cosmetics imported into the country.