The foundation of the international operations of local beauty brands is swiftly growing from China and duty-free markets to North America, and now into Europe.
As reported on August 12, APR’s North American sales in the second quarter of this year increased by 264.6percent compared to the same period last year, reaching 376.3 billion won ($289.46 million).
In the same timeframe, Amorepacific's sales in the Americas rose by 56.5percent to 210.4 billion won ($161.85 million), while LG Household & Health Care's sales in North America reached 205.8 billion won ($158.31 million), reflecting a growth of 47.3percent. Significantly, LG Household & Health Care achieved a landmark as its sales in North America surpassed those in China for the first time since becoming an independent company.
Businesses are concentrating on converting the brand recognition established on digital platforms into real-world outcomes.
After debuting in Costco last year, LG Household & Health Care’s high-end scalp care line Dr. Groot is expanding into Sephora locations throughout the United States beginning this month. APR has increased its footprint in prominent local retailers like Target and Walmart and is set to debut in Costco in the latter half of the year.
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Amorepacific has executed a strategic initiative involving brand diversification. Aestura's 'Atobarrier 365 Cream' excelled on Amazon and Sephora, resulting in a three-digit sales boost, while COSRX saw a rise in sales of its RX line by concentrating on Amazon and TikTok Shop. Innisfree is concurrently expanding its online and offline sales driven by sunscreen items.
Achievement in North America is translating to the European market. APR's European sales in Q2 soared by 380.3percent compared to the previous year, reaching 145.1 billion won ($111.62 million). As a result, APR started treating and overseeing its European performance as an individual region beginning this quarter.
Due to the growth of its online sales platform focused on five key countries such as the United Kingdom, France, and Germany, the share of sales in North America and Europe surged to 68percent of the overall total.
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Amorepacific’s revenue in Europe, the Middle East, and Africa (EMEA) rose by 63.3percent to 72 billion won ($55.38 million). Tangible successes are surfacing, like COSRX’s sunscreen products placing at the top of the beauty category on German Amazon.
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Amorepacific aims to boost brand recognition by joining the Northern European retailer KICKS and deepening its partnership with Sephora, while improving local marketing efforts for Laneige and Innisfree.