Amorepacific's Laneige is set to open its first standalone offline store in Los Angeles, U.S. The brand is converting a space that began as a pop-up store into an official store and introducing for the first time locally the customized services previously available only at the Seoul Myeong-dong flagship store. Amid rapid growth in the U.S. market, the strategy aims to expand touchpoints with local consumers and accelerate its push into the North American market.
According to industry sources on the 28th, Laneige will open a store at The Grove, a representative shopping destination in Los Angeles, within this month. Excluding channels such as the offline beauty retailer 'Sephora' or discount stores like 'Target,' where it has previously been stocked, this marks its first standalone offline store in the U.S.
The Grove is a representative shopping mall in Los Angeles that houses numerous stores ranging from world-renowned luxury brands to fashion and beauty brands. Although Sephora is located within The Grove, it is evaluated as significant that Laneige will directly expose its brand through a standalone store.
At this store, Laneige will debut for the first time in global offline stores the 'Bespoke Lip Sleeping Mask' service, which allows customers to create its signature product, the Lip Sleeping Mask, according to their preferences. If customers select their preferred options, they can create a Lip Sleeping Mask swirl product from 45 combinations. This service was previously available only at the Seoul Myeong-dong flagship store.
The first official store entering the U.S. this time is where Laneige took its first step as a pop-up in October 2024. Although it was planned to be operated temporarily, the operation continued due to positive local reactions, and it has now been revamped into an official store.
Laneige's recent move aligns with the growth of Amorepacific's U.S. business. Amorepacific's sales in the Americas market increased from 76.6 billion won in 2020 to 286.7 billion won in 2023 and 524.6 billion won in 2024, reaching 631 billion won last year.
Laneige is a core brand accounting for the largest share of sales in Amorepacific's U.S. business. Its representative products include Lip Glow Balm and Lip Sleeping Mask. It ranked first and second in lip balm sales during Amazon's shopping event, Prime Day. The brand first entered the U.S. market through Target in 2014 and expanded its presence by entering Sephora in 2017.
An Amorepacific official stated, "We determined that Los Angeles is a city leading beauty and lifestyle trends and a region where diverse consumer segments gather, making it a market where Laneige's brand philosophy and innovative products can be widely known." The official added, "Going forward, we plan to strengthen communication with local consumers and provide differentiated brand experiences to expand our position in the North American market."
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