S.Korea’s beauty brand Laneige enters UK, Middle East market

Amorepacific Corp.'s cosmetic brand Laneige announced on Tuesday that it is accelerating its global business expansion by entering the UK and Middle East markets.

Laneige officially launched in the UK last month through the luxury beauty multi-store "Space NK." Space NK is a distributor that sells luxury skincare, makeup, perfume and hair care products. It showcases multinational beauty brands through its 72 stores operating in the UK and Ireland.

There has been a growing interest in Korean beauty products in the UK recently. Prior to its official entry, Laneige had gained traction among local customers through partnerships with UK beauty e-commerce platforms like Cult Beauty, Lookfantastic and Beauty Bay.

With its entry into Space NK, Laneige plans to expand its customer reach in the UK market, focusing on its globally famous products such as the "Lip Sleeping Mask" and "Water Bank Cream."

For a month in May, Laneige has been operating its own brand space exclusively in Space NK stores in the central business district of London, including Kings Cross and Westfield. Laneige plans to enhance brand awareness locally through content featuring brand ambassador Sydney Sweeney.

In April, Laneige also made its first entry into the Middle East market. Through a partnership with Sephora, the leading beauty specialty retailer, Laneige is showcasing its flagship products in Sephora stores in GCC member countries, including the United Arab Emirates (UAE), Saudi Arabia, Kuwait, Qatar and Bahrain. In the UAE, at Sephora stores in Dubai Mall, Laneige plans to unveil its launching products on large billboards in mid-May to increase brand awareness.

As of the end of March in 2023, Laneige has entered more than 1,370 Sephora stores in 18 countries, including the United States, Canada, Australia and Europe, meeting global customers. It plans to actively explore new markets and strengthen its position as a global representative brand.

Write to Kyeong-je Han at hankyung@hankyung.com