Laneige expands into the United Kingdom, Middle East

By

Jennifer Braun

Published
May 19, 2023

Amorepacific is bringing its flagship global skincare brand Laneige to the United Kingdom and the Middle East. 

Laneige officially made its debut in the UK, last month, as it enters Space NK, a luxury beauty multi store. This May, it will operate an exclusive brand space at a Space NK store in central London, England, while expanding brand awareness locally via a partnership with brand ambassador, Sydney Sweeney.

Looking ahead, Amorepacific plans to expand customer points in the UK market, focusing on Laneige’s global flagship products, Lip Sleeping Mask and Waterbank Cream.

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"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.”

Likewise, Laneige has also made its first foray into the Middle East, through a partnership with Sephora. In particular, Laneige’s flagship products are now available in Sephora stores across the United Arab Emirates (UAE) and four Gulf Cooperation Council countries; Saudi Arabia, Kuwait, Qatar and Bahrain. This month, the Sephora store at Dubai Mall in the UAE will aim to drive brand awareness with special in-store marketing.

The move follows Amorepacific’s North American expansion, where since last year, it has gained prominence with its Laneige, Sulwhasoo, and Innisfree brands. According to the group, sales in North America grew 80% 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.

Amorepacific is continuing to invest in North America, with the acquisition of luxury clean beauty brand Tata Harper last year, and a partnership with the Metropolitan Museum of Art (MET) through its Sulwhasoo brand in March.

"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," said 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."