February 23, 2024


Define Beauty Yourself

K-beauty giant Amorepacific eyes US market expansion

Earlier this year, South Korean cosmetics conglomerate Amorepacific announced that the US is one of its primary growth markets with extensive plans for international expansion supported by recent innovations including the launch of the company’s custom skin care brand Custom.me, the recognition of 2023 Consumer Electronic Show (CES) Innovation Award winning smart manufacturing solution Authentic Color Master by Tonework, and additional CES award winning innovations.

As detailed in a recent press release, in 2021, Amorepacific’s overseas sales reached 1.8 trillion KRW, which accounted for 37% of overall sales, which the company seeks to exceed this year.

In the US, the company’s three primary brands consist of flagship luxury brand Sulwhasoo, Lanegie, and Innisfree, and this year, those brands are increasing their e-commerce and retail footprints through well-known retailers like Sephora and Bloomingdales.

As Amorepacific continues to diversify its consumer product and industry service offerings to target the US market, the company is leveraging the impact of its technological innovations to drive expansion efforts accordingly.

To learn more about the development, launch, and reception of Authentic Color Master by Tonework as well as Custom.me technologies and their role in Amorepacific’s continued expansion plans into the international, and specifically the US beauty and personal care product markets, CosmeticsDesign interviewed Youngjin Lee, Head of Amorepacific New Growth Initiative Division for his insights.