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AmorePacific’s Laneige Enters Sephora

AmorePacific line has been a big winner in Sephora Canada.

As Sephora doubles down on its commitment to K-beauty, the retailer is adding AmorePacific’s Laneige. Sephora has carved out space in stores and boosted its online efforts with Korean beauty lines including the AmorePacific nameplate, Dr. Jart and Tony Moly.

Laneige, which made headway in the U.S. when Target added it in 2014, will hit in June followed by in-store presentations in 150 Sephora U.S. doors in September. This marks the first time Laneige is available at Sephora. The collection of existing and new products range in price from $4 to $39.

“Partnering with Sephora in the U.S. will bring even greater access to the best K-beauty advances Laneige offers. We have had a very successful experience with Sephora in Canada and look forward to bringing that same level of passion, energy and exposure to our brand in the U.S.,” said Bradley Horowitz, AmorePacific North America President and chief executive officer.

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Sephora will offer Laneige’s best movers including creams, masks, BB Cushions and new two-tone lipsticks. There’s tremendous potential, the company said, for its Water Sleeping Mask in America. One of the masks is sold every 12 seconds worldwide, the company said. Laneige has a history with Sephora in Canada where it has been sold exclusively since 2015 and is ranked the number 10 brand in the skin care category for the retailer.

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According to the Korean International Trade Association, exports of skin care and makeup products amounted to $3.97 billion last year, up 44.3 percent from $2.75 billion. Following its success in the U.S. as well as South Korea, China, Hong Kong, Taiwan, Indonesia, Malaysia, Singapore and other Asian countries, Laneige has reached $840 million globally, the company reported.

Laneige will exit Target at the end of March, according to a company spokeswoman. The chain recently added numerous natural brands to its assortment including Alaffia, Little Seed Farm, Nubian Heritage, Thayers Natural, The Seaweed Bath Co., Nature’s Gate and W3ll People, and the growing brands are S.W. Basics, Fig + Yarrow, Nourish Organic, Plant, Savannah Bee and Zum. “We know our guests love shopping for the latest on-trend beauty products at Target and we’re excited to introduce them to new offerings later this spring,” the Target spokeswoman said.