Amorepacific's Laneige debuts in Mexican market

South Korean cosmetics giant Amorepacific Corp. announced on Monday that it is entering the Mexican beauty market with its globally popular skincare brand, Laneige.

The brand has been selling over 20 products on Sephora's Mexican e-commerce platform since September 8 and plans to expand its reach to 36 Sephora physical stores across Mexico starting September 22.

To celebrate its debut in Mexico, Laneige will be rolling out various promotional activities, including the distribution of free samples.

Laneige has garnered worldwide recognition for its innovative technology in skincare, with a strong presence in Asia, Europe, the Middle East, Oceania, and North America.

Products like the Lip Sleeping Mask, Water Bank Blue Hyaluronic Cream, and Cream Skin have seen explosive sales growth, particularly in the North American market.

Mexico is known for quickly adopting North American trends, positioning it as a strategic entry point for AmorePacific.

"Laneige is the brand that can deliver the highest level of satisfaction to trend-sensitive and premium skincare-focused consumers in Mexico, especially those in their 20s and 30s," an Amorepacific source said. 

The company is planning to deepen its collaboration with Sephora Mexico to better understand local consumer demands.

The long-term goal is to secure a robust foothold in the Latin American beauty and personal care market, which is nearing a $45 billion valuation.

By Kyeong-je Han 

hankyung@hankyung.com