Korean cosmetics giant Amorepacific Group is entering the Australian market with the launch of its premium brand, Laneige.

Sephora Chadstone Store. - Photo: Courtesy of Amorepacific Group

Sephora Chadstone Store. - Photo: Courtesy of Amorepacific Group

Amorepacific’s premium brand will be available in Australia through all Sephora stores and online at sephora.com.au across Australia on the 14th of March. Founded in Korea in 1994 has innovated in the global beauty market with exclusive research on water and successful products such as the Water Sleeping Mask, Water Bank Essence and Lip Sleeping Mask. Last year, the brand made its successful debut in Sephora US.

LANEIGE Water Sleeping Mask. - Photo: Courtesy of Amorepacific...

LANEIGE Water Sleeping Mask. - Photo: Courtesy of Amorepacific Group

Amorepacific has studied the advanced beauty market in Australia and its customers over several years. The study revealed that Australian customers are indeed very beauty conscious with a keen interest in global trends and innovation developed particularly to protect against strong UV rays and other environmental factors that can cause skin damage. It was also found that their preference for a natural makeup look with healthy skin has led to a growing interest in Korean beauty trends (also known as K-beauty),” says the Korean biggest beauty company in a release.

In order to prepare the development of its business in the market, Amorepacific has established its Australia office in Melbourne earlier this year.

"We are looking forward to working with Sephora, our first partner in Australia after our joint success in North America. Our journey of beauty in Australia will begin with the launch of Laneige and as we progress, we will continue to present many unique brand experiences to local customers" said Caroline Dunlop, Amorepacific Australia General Manager.

Following Laneige, Amorepacific intends to launch Innisfree, its eco-friendly and natural-leaning brand, across Australia.