Amorepacific, one of South Korea’s Big Two cosmetic companies, has long been dependent on China for over half of its US$4 billion-a-year overseas sales. In 2022, the Asian major was hit by sluggish sales in the Chinese beauty market as South Korean brands were squeezed by their Western rivals and fast-growing local brands.

Last September, Amorepacific announced that it would be targeting the US and Japan for further overseas expansion. South Korea is already the third largest exporter of cosmetics to the US after France and Canada. Amorepacific’s US sales soared 65 per cent in the first six months of 2022, fuelled by its luxury brand Sulwhasoo and Laneige.

There was equally good news from Japan. South Korea became the number one exporter of cosmetics to Japan in the first quarter of 2022, overtaking France for the first time.

To further its ambition to be a “global beauty company beyond Asia”, Amorepacific is looking to become a national rather than a niche brand in the US. Last September, the company also acquired Tata Harper, the US luxury green skincare brand, to build its US cred.

The beauty industry has become accustomed to Western beauty companies signing Asian ambassadors such as Lancôme’s recent deal with Squid Game‘s HoYeon Jung as its first Asian global face. But it’s rare for an Asian company to tap a Western global ambassador.

Amorepacific has appointed A-List actress Tilda Swinton as its global ambassador for Sulwhasoo to propel its international brand mission. The Oscar winner has represented Chanel and Scottish luxury knitwear brand Pringle. She joins Blackpink K-pop singer Rose, who was named Sulwhasoo’s first celebrity face last September.

Swinton has a strong connection to Korean culture as the star of Snowpiercer, the 2013 film from Academy Award-winning director, Bong Joon-ho, of Parasite fame.

In a complementary move, Amorepacific has announced a one year partnership with The Metropolitan Museum of Art in New York to promote Sulwhasoo’s 91 year heritage of art and beauty.

Swinton has become a fan of Sulwhasoo’s First Care Activating Serum to maintain her ageless appearance. The 62-year-old will springboard her new beauty role with a series of six second video clips, followed by a short film highlighting the brand’s longtime hero ingredient -ginseng.

In Australia, Sulwhasoo products are available from Sephora, Adore Beauty and leading websites such as www.boniik.com.au.

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