In a bid to further its inroads into the Indian market, Korean beauty giant Amorepacific Group is launching their signature luxury beauty brand Sulwhasoo in the country, in partnership with beauty, wellness, and fashion retailer Nykaa.

Amorepacific - the largest cosmetics group in Korea - is already present in India with brands such as innisfree (launched in India in 2013), Laneige (launched in 2018) and Etude (launched in 2019).

Sulwhasoo products will be available online accross India from July 13, 2020. The brand will also launch in Nykaa Luxe store in Delhi from mid-August and in Mumbai by the end of 2020.

The brand’s offering in India will feature star products such as First Care Activating Serum (1 bottle of this product is sold every 10 seconds in Korea),and signature lines such as the Concentrated Ginseng Renewing line and Essential line, to name a few.

"In recent years, Nykaa has led the Korean beauty conversation in India, focusing on educating Indian customers on the novelty of the products and ingredients. This has resulted in an incremental growth of the skincare category as our customers become more demanding and discerning about their choices. We are very excited to launch Sulwhasoo in India with its unique and innovative solutions which are sure to delight our customers," said Falguni Nayar, Founder & CEO of Nykaa.

Earlier this year, Amorepacific announced the signing of a distribution agreement with MAP (PT Mitra Adiperkasa Tbk), a leading fashion and lifestyle retailer in Indonesia, confirming the importance of South Asian markets for the group.