Korean beauty: Sulwhasoo expands into Europe with new Paris store

The luxury Amorepacific brand will open its first store on the continent this September at Galeries Lafayette

Korean brand Sulwhasoo is breaking into Europe with the launch of its debut store in Paris.

The Amorepacific-owned skin care company will open its first boutique on the continent this September at department store Galeries Lafayette.

The store’s design will focus on traditional Korean herbal medicine in an attempt to educate shoppers about the heritage of the brand.

Amorepacific first entered the French market in 1998 with its SOON brand. The company then launched Chatres and Lirikos in 1990, but these were later withdrawn due to low sales.

Despite the turbulent entry into the country, the parent company is confident that Sulwhasoo will succeed in France as it has done in North America.

Amorepacific said: “Sulwhasoo has reported steady sales in every country it has entered, and continues to do well in Korea.

“In fact, it is rewriting the history of Korea’s beauty brands. In 2015, it became the first cosmetic company to reach annual sales of KRW 1 trillion in Korea.”

Sulwhasoo has also been the top-selling brand at department stores in Korea for 11 years.

Amorepacific reported that in Asia, its 2016 sales growth was 38% year-on-year, while in North America 10% was achieved. In Europe, there was 4% growth.

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