Amorepacific Forms Strategic Partnership with Australia's Rational Group

[Asia Economy Reporter Yujin Cho] Amorepacific announced on the 14th that it has signed a strategic business partnership agreement involving equity investment with Rational Group, an Australian luxury skincare specialist company.

Through this partnership, Amorepacific plans to strengthen its luxury brand portfolio in the Oceania market and secure leadership in the customized cosmetics solutions sector.

Founded in Australia in 1992, Rational Group is rapidly growing locally by providing skin measurement, diagnosis, and customer-tailored cosmetic services through its single brand, Rational. It sells through 15 standalone flagship stores across Australia, major hospitals and clinics, and the brand’s online channels, aiming to enter global markets such as Korea, the UK, the US, Hong Kong, and Singapore by 2025.

Amorepacific has promised cooperation with Rational Group in various fields including customized cosmetics development, new brand launches, and global marketing, and plans to support Rational Group’s global expansion based on its rich experience in market pioneering.

Sehong Ahn, CEO of Amorepacific, stated, “We expect that the partnership between Amorepacific and Rational Group, a luxury customized skincare specialist, will further evolve the customer-tailored cosmetics solutions, which is a joint innovation direction of both companies. We will continue to pursue M&A and partnerships with promising companies to secure touchpoints for future growth.”

Richard Parker, founder and head of research at Rational Group, said, “Rational and Amorepacific share a common emphasis on world-class innovation and investment in R&D. Rational is recognized as a leader in eco-friendly skincare and epigenetics research, and we are pleased to be able to continue playing this important role with the support of the Amorepacific Group. We look forward to sharing core competencies and know-how and growing together.”

Since officially entering the Oceania market in 2018, Amorepacific Group has stably launched Laneige, Amorepacific, and Innisfree in Australia and New Zealand. In March of this year, Sulwhasoo entered Sephora Australia, further strengthening its beauty leadership in the local Australian market.

This content was produced with the assistance of AI translation services.