Sulwhasoo Joins Japan’s Largest Beauty Platform, Accelerates Entry into Japanese Market

Japan’s Largest Beauty Platform, “@cosme TOKYO”

Amorepacific announced on May 7 that its global luxury beauty brand Sulwhasoo is accelerating its push into the Japanese market by holding a brand experience event at Japan's largest beauty platform, @cosme TOKYO. The event will run for one week until May 12.

@cosme TOKYO is recognized as Japan's leading beauty platform, where brand trust is built on consumer reviews and real-life experiences, making it a space that significantly influences local consumers' purchasing decisions. Through this experience event, Sulwhasoo aims to expand direct engagement with Japanese consumers and accelerate its full-scale entry into the market.

Japan is regarded as a market with high consumer standards and discerning taste when it comes to skincare products. Taking these market characteristics into account, Sulwhasoo has focused on building trust with local consumers by emphasizing its brand philosophy and research-based heritage, rather than pursuing only short-term sales.

The event is centered around the core concept of harmonizing Eastern aesthetics and modern science, a value Sulwhasoo has cultivated over many years. Visitors can experience Sulwhasoo’s signature skincare lines firsthand, allowing them to naturally discover the brand's vision of beauty and its research-driven story.

Sulwhasoo plans to use this brand experience event as an opportunity to gradually increase brand awareness in the Japanese market and continuously strengthen its connection with local consumers. Through these efforts, the brand aims to communicate its unique luxury skincare philosophy and sophisticated, research-based brand story more deeply to Japanese consumers.