The mass-market beauty company had $96.8 million in sales for the first half of 2016.
The decision could set a precedent and topple other beach bans that have caused an international furor.
The brand has tapped Daniel Dae Kim and Levison Wood as global influencers for its #behindtheface campaign.
Le Métier de Beauté will roll out to 70 Space NK Doors in the U.K. by the end of 2016 and expects to hit $50 million in sales next year.
La Mer is gearing up for a big launch this fall, partnering with a group of makeup artists for the first time in the brand’s history.
LF Beauty is inviting Asian beauty companies into its Shanghai headquarters until the end of May to unveil the latest work of its research and development team.