South Korean beauty brand Hera is capitalizing on the rise and rise of K Beauty with the launch of its first store in China.

As K Beauty gains in popularity worldwide, none more so than in South Korea, AmorePacific-owned Hera launched into the department store Shin Kong Place last week with a second store due to open at the end of the month.

The company is set to open eight stores in the country by the end of the year, launching a Chinese website to make sales even easier for its Chinese consumers.

As Chinese consumers continue to seek out Korean beauty products, Hera, the leading cosmetics label in South Korea, has already begun to build its portfolio in Asian countries. Indeed, the company launched a pop up store in T Galleria by DFS in Hong Kong last year, with a further four store openings in the country following on.

Duty free is a big sales driver for the brand, with Chinese consumers making up 67 percent of duty free consumers and Hera’s duty free sales up 50 percent last year.