Sulwhasoo opens stores in Macy’s to spur US growth

South Korean cosmetics giant Amorepacific announced Thursday that its luxury skincare brand Sulwhasoo is accelerating its push into the US market by entering Macy’s, the largest department store chain in the country.

Following its debut on Macys.com in February, Sulwhasoo expanded its physical footprint in March with store openings at Macy's locations in Flushing, New York; Santa Anita in Los Angeles, and South Coast Plaza, California's largest shopping center.

The brand will showcase its signature products, including First Care Activating Serum VI, Concentrated Ginseng Rejuvenating Cream and The Ultimate S Cream, with plans to further expand its presence nationwide.

Since entering the US in 2010, Sulwhasoo has steadily expanded its market presence, recording an average annual growth rate of about 20 percent over the past three years.

Sulwhasoo’s presence in major Sephora stores and digital platforms has helped widen its customer base.

“Our holistic beauty philosophy, grounded in 60 years of ginseng research, resonates with the American trend toward wellness and healthy skin,” a Sulwhasoo official said.

“Through our partnership with Macy’s, we aim to offer a unique luxury experience to the growing number of K-beauty consumers in the US.”