THE WHAT? Amorepacific has announced it has acquired a minority stake in luxury Australian skincare brand Rationale, in a move which will expand its foothold in the personalised cosmetics market – one of its future R&D priorities.
THE DETAILS As part of the partnership Amorepacific has secured an advisory role and voting rights on the Rationale Board of Directors, and will ‘fully support and assist’ Rationale’s global expansion plans, with a focus on South Korea, the UK, the US, Hong Kong and Singapore by 2025.
The partnership is also expected to help Amorepacific secure a local production base in Australia and ‘strengthen its retail network, which will in turn provide a solid foundation for its operations in Oceania.”
THE WHY? With Rationale offering products and services for personalized skincare regimens determined through skin testing and analysis, Amorepacific is looking to expand its offering into new areas through the investment.
Saehong Ahn, Amorepacific President, said, “With a truly shared innovation vision, Rationale and Amorepacific will take personalized skincare solutions to a new level. Amorepacific will continue to look into M&A and partnerships with promising companies and secure opportunities for future growth.”