AmorePacific maneuvers to reach more US consumers via ecommerce

By Deanna Utroske contact

- Last updated on GMT

© Getty Images \ (Bojan89)
© Getty Images \ (Bojan89)

Related tags: ecommerce, K-Beauty, Amorepacific

This week, the long-standing Korean Beauty company began selling the full portfolio of both its AMOREPACIFC and Mamonde brands on the Amazon Premium Beauty store.

“As the leader in Korean beauty, we are thrilled to collaborate and bring Korea's best known, performance-driven brands to Amazon customers,” ​says Brian Lee, Head of Business Development at Amorepacific US, in this week’s press release about the company’s new retail strategy.

“We strive for our portfolio of brands to continue significant growth in the digital space as more and more US customers pursue the convenience of online shopping.”

Online beauty retail is up during COVID-19

In general, DTC beauty brands have been doing well during the virus crisis (with stores closing and consumers doing more shopping online to help limit the spread of Coronavirus).

Online product discovery and sales services aren’t just working for consumer-facing brand but also for manufacturers and ingredient suppliers too. Interparfums, the fragrance maker behind Anna Sui, Jimmy Choo, Kate Spade, Oscar de la Renta, and numerous other fashion-backed scents made an investment in ecommerce​ just last month.

And business promises to pick up for the online clean beauty ingredient discovery platform Novi​, after that company announced a partnership with Sephora in late June.

All the AMOREPACIFIC and Mamonde products are now on Amazon

AmorePacific has been in the States for close to 20 years with brands like Laneige, Sulwhosoo, Etude House, and of course, AMOREPACIFIC. But the Mamonde brand is relatively new here. In 2018, Mamonde came to the US market after signing an exclusive retail deal with Ulta Beauty​, as Cosmetics Design reported.

Now the full product lines of both AMOREPACIFIC and Mamonde are up on the Amazon Premium Beauty store. “The move to broaden the US online availability for its brands is a part of Amorepacific's strategy to reinforce a seamless customer journey,” ​explains the company press release. “These brands cater to US customers' continued enthusiasm for premium skincare with natural ingredients, as well as their latest interest in beauty routines as a form of self-care.”

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