‘Amorepacific Land’ at Beautycon LA Hosts Thousands

Over this past weekend, Amorepacific showcased five brands from its portfolio – Amorepacific, Laneige, Mamonde, Sulwhasoo and IOPE—in a beauty theme-park concept at Beautycon LA. The multi-branded experience, called Amorepacific Land, offered a variety of interactive activities and social moments for more than 22,000 visitors at the festival who lined up to journey through the booth.

The company’s participation in Beautycon is part of the company’s expansion in the US marketplace. Within the past year, Amorepacific brought two new brands, Mamonde and Innisfree, to the US, diversifying its existing portfolio. Amorepacific officially started its US business with the launch of its namesake luxury brand in 2003. Expanding its presence by introducing Sulwhasoo in 2010 and Laneige in 2014, the company played a leading role in paving the way for the popularity of K-beauty in the US. In September 2017, the company opened its first Innisfree US store in New York and in March 2018, the US portfolio has been expanded further with the launch of Mamonde at Ulta Beauty. 
 
“This is a very exciting time for our company, with new brands and new consumers to engage with in the K-Beauty conversation,” said Jessica Hanson, President of Amorepacific U.S. “We are thrilled to partner with Beautycon and be at the forefront of their new K-Beauty exhibition. Beautycon’s decision to make an area dedicated to the category proves that K-Beauty is more than just a fleeting trend, and we are proud to be leading this growing category.”