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Laneige Brings Its Innovation to Sephora

Debuts on sephora.com with plans for physical stores in September.

Sephora dives deeper into K-beauty with the launch of AmorePacific’s Laneige. The brand first rolls out today on sephora.com with plans to arrive in physical stores in September.

As reported earlier this year, Laneige earned its stripes in Sephora Canada where — since its debut in 2015 — the brand has consistently ranked among the top sellers in the skin-care category. AmorePacific and Laneige are credited with ushering in several South Korean beauty innovations to the U.S., such as cushion technology and sleeping masks.

Laneige is expected to help attract even more young beauty enthusiasts. “Millennials are changing the skin-care landscape demanding masks and makeup that offer more immediate results,” said Bradley Horowitz, president and chief executive officer of  AmorePacific U.S. “Laneige is a Millennial consumer fan favorite because we offer innovative, high quality, effective products that multitask as much as they do. Sephora.com is a natural next step for Laneige to continue to bring even greater access of the best in K-beauty advances to our core consumers.”

Earmarked for the Sephora range are Two Tone Lipstick, a dual color lipstick; a water sleeping mask with Aromatic Sleepscent technology; the Laneige Water Bank Line which incorporates Hydro Ionized Mineral Water, and the Laneige BB cushion. The latter is a hero of the lineup with one sold every 3.8 seconds across the globe, according to the company. Laneige just revealed the next generation of cushions with its new BB Cushion Hydra Radiance and the BB Cushion Pore Blur. The collection of existing and new products range in price from $6 to $39.

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Sephora has been at the forefront of bringing South Korean beauty to America with brands including AmorePacific’s nameplate, Dr. Jart and Tony Moly. With expansion in Sephora, Laneige exits Target, where it first landed in the U.S. in 2014.

AmorePacific has an aggressive blueprint for growth of not only its brands but also its retail stores called Aritaum which now total more than 60 sites in the U.S.  The largest beauty company in South Korea, AmorePacific climbed five spots to rank as the seventh largest beauty company in WWD’s Top 100.