Amorepacific has officially entered the Brazilian beauty market by introducing its global skincare brand, Laneige. Following its successful expansion into North America, Europe, and the Middle East, the company is now setting its sights on South America. Amorepacific expects this move to serve as a strategic foothold for broader market penetration in the region, leveraging its expertise in global expansion to introduce Brazilian consumers to the unique appeal of K-beauty.
On March 17, Amorepacific announced that Laneige has officially launched in Sephora Brazil, the country’s largest beauty retailer. Laneige products are now available both online and in Sephora stores across major cities, including São Paulo, Rio de Janeiro, and Curitiba.
In partnership with Sephora, Amorepacific is offering a lineup of Laneige’s best-selling products, including the Lip Sleeping Mask, Water Sleeping Mask, Bouncy & Firm Sleeping Mask, and Lip Glowy Balm. The Lip Sleeping Mask, in particular, has garnered significant global recognition, winning Allure’s “Reader’s Choice Award” in the lip balm category for five consecutive years.
By extending its long-standing partnership with Sephora beyond North America and into Brazil, Amorepacific is ramping up its global expansion and solidifying its position as a leader in K-beauty. Laneige first entered the North American market in 2014 and gained traction in 2017 by joining Sephora’s online and in-store retail network. In 2023, Amorepacific extended its partnership with Sephora to launch Laneige in Mexico, further solidifying its footprint in the Americas. The brand’s strong performance in the region contributed to an 83% year-over-year revenue increase for Amorepacific in 2023, with its Americas sales reaching $360 million.
Amorepacific is also capitalizing on the growing influence of K-pop and K-dramas in Brazil to boost demand for K-beauty. According to U.S.-based market research firm Grand View Research, Brazil’s K-beauty market is expected to reach $5.01 billion by 2030, growing at a compound annual growth rate (CAGR) of 10.8% over the next seven years. This marks a significant increase from $2.21 billion in 2022.
“Through our partnership with Sephora, we are thrilled to introduce Laneige to Brazilian consumers,” said Amorepacific. “We are committed to leveraging our hero skincare products to establish a strong presence in the Brazilian beauty market.”
