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Amorepacific expands Laneige brand in the UK, enters the Middle East

Amorepacific announced the expansion of Laneige, the South Korean group’s flagship global skincare brand, in the United Kingdom and its market debut in the Middle East, following its debut in North America.

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The Laneige brand expanded it UK presence in April, via British beauty retailer Space NK. A multi-brand retailer of luxury skincare, makeup, perfume, and haircare products, Space NK offers a selection of multinational beauty brands through its 72 stores in the UK and Ireland.

With plans to expand customer points in the UK market, focusing on Laneige’s global flagship products — Lip Sleeping Mask and Waterbank Cream — Amorepacific announced for the month of May an exclusive Laneige brand space at a Space NK stores in London’s Kings Cross and Westfield, while expanding brand awareness locally through content related to brand ambassador, Sydney Sweeney.

“Prior to our official launch, Laneige was featured on Cult Beauty, Look Fantastic, and Beauty Bay, e-commerce platforms specializing in beauty in the U.K., and we were able to see the strong interest from local customers,” said Jinpyo Lee, chief strategy officer at Amorepacific Group.

“As the demand for Korean beauty products in the European market has increased in recent years, our sales in Europe grew by more than 90% year-on-year in Q1 2023. We look forward to providing our customers in the U.K. with the same high level of satisfaction with our brands.”

Also this month, Laneige made its first foray into the Middle East, via partnership with Sephora. Here, Laniege’s flagship products will be available in Sephora stores across the United Arab Emirates (UAE) and four Gulf Cooperation Council countries (Saudi Arabia, Kuwait, Qatar and Bahrain).

The expansion of the Laneige brand comes as Amorepacific increases its prominence in the North American beauty market with its Lani, Sulwhasoo, and Innisfree brands. Sales in North America grew 80 percent in the first quarter of 2023, thanks to strong sales growth in e-commerce channels such as Amazon and branded stores, as well as offline channels including Sephora.

“The North American and European markets are a hotbed for global beauty brands. The growth of Amorepacific’s brands in these markets shows that local customers recognize our efforts in investing in natural ingredients and R&D for more than 70 years,” added Lee.

“Amorepacific will continue to actively expand customer contact points in various global markets and grow into a global beauty company that helps individuals discover their unique healthy beauty.”