Famed as one of global skincare’s leading hydration experts, Laneige achieved a new milestone last year, ranking #1 in the Beauty and Personal Care listings during Amazon Prime Day.

Lip Sleeping Mask (Berry), one of the Korean’s brand’s hero products, was the #1 product in the category and Lip Glowing Balm ( Berry) ranked number three.

Owned by Amorepacific, South Korea’s second largest cosmetics company, Laneige has long ranked as one of K-Beauty’s most valuable cosmetics brands. Sales have been skyrocketing in in the US, increasing 47.6 per cent from 2019 to 2021. A repeat of its earlier success in China and Southeast Asia.

But Amorepacific has been facing a shrinking retail footprint in China, even though the company recently boosted its e-commerce strategy and placed more emphasis on Laneige and its prestige cult brand, Sulwhasoo.

In a major bid to diversify its global presence, the Korean giant is expanding its reach in North America, the UK and the Middle East with a strong focus on Laneige. The brand already has a strong global presence in 18 countries across Asia, North America, Australia and New Zealand. In Australia, Laneige is available from Sephora, Adore Beauty, Oz Hair and Beauty and other websites.

Amorepacific’s total revenues in North America soared 80 per cent in the first quarter of 2023, mainly through Sephora and Amazon. “The North American and European markets are a hot bed for global beauty brands”, noted Jinpyo Lee, chief strategy officer for Amorepacific.

At the end of April, Laneige launched in the British market through Space NK, the upmarket specialist beauty chain with 76 stores across the UK and Ireland. Prior to our official launch, Laneige was featured on Cult Beauty, Lookfantastic and Beauty Bay in the UK, and we were able to see the strong interest from local customers, said Lee. “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 per cent in Q1 2023”.

Laneige also entered the lucrative Middle Eastern market this month. In partnership with Sephora, the brand’s products are now available across the United Arab Emirates, including Dubai, and Saudi Arabia, Kuwait, Qatar and Bahrain.

As Retail Beauty recently reported, Amorepacific is also ramping up its international expansion efforts for Sulwhasoo, appointing iconic British actress, Tilda Swinton, as the global ambassador for the brand in March. The multinational also inked a one year partnership with the Metropolitan Museum of Art in New York to build on Sulwhasoo’s heritage and brand awareness.

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