South Korean beauty brand Mamonde has expanded into the US via the Ulta retail chain.
This marks the brand’s first foray outside its home market and the company expects the exclusive retail partnership to be the first step of a broader international foray.
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Mamonde, launched in 1991, entered Chinese market in 2005, followed by Thailand (in 2016), Malaysia (in 2016) and Singapore (in 2017). The brand has been preparing to advance into the American market to become a global brand that delivers beauty to consumers around the world.
Prior to entering the American market, Mamonde has conducted customer analysis and product testing for local consumers.
21 skin care products including 6 main makeup products including Rose Water Toner to experience the brand, ‘Petal Purifying Bubble Mask’ with rose petals intact, ‘Floral Hydro Cream’ with daffodil powder were selected.
Ulta has over 1,000 cosmetics stores throughout the United States and is the fastest growing distributor in the North American market. Mamonde has been in about 200 Ulta store, and plans to reach a wide range of consumers across the United States by expanding its stores in the future.
“Mamonde is the first K beauty brand to enter the prestige zone of Ulta,” said Song Jin-aa, managing director of AMOREPACIFIC Mamonde Division. “Mamonde’s brand identity, which embodies the vitality of flowers, we can provide differentiated value,” she added.
“We are delighted to be the exclusive US brick and mortar retailer for Mamonde, with many additional items especially developed for Ulta Beauty,” said Penny Coy, Ulta VP of merchandising, prestige skincare and fragrance.
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The new Mamonde K-beauty skincare collection ranges in price from US$7 to US$38, and is available in select Ulta stores nationwide from this week.
The complete collection is also available online at Ulta.com.
Owned by AmorePacific, Mamonde features a full range of nature-inspired, made from flowers cultivated in the Mamonde Garden just outside of Seoul, South Korea.
(Source: News Hankyung )