Korean skincare brand Sulwhasoo enters UK through Cult Beauty

(Amorepacific)

South Korean cosmetics giant Amorepacific Corp. said Tuesday that its luxury skincare brand Sulwhasoo has launched in the United Kingdom through online beauty retailer Cult Beauty.

Sulwhasoo is offering key products on the platform, including First Care Activating Serum and Concentrated Ginseng Renewing Cream, marking its first entry into the UK market.

The brand also plans to explore potential collaborations with offline channels in the UK to further expand its consumer touchpoints.

Using the UK as a strategic foothold, Sulwhasoo aims to accelerate its expansion into the European market and gradually strengthen its foundation for global growth.

Cult Beauty said it is delighted to introduce Sulwhasoo, a brand that represents the heritage of Korean luxury skincare, to UK customers.

“The UK is a strategic starting point for expanding into the European market,” said an official from Sulwhasoo. “This UK launch will be an important milestone in our global growth strategy, leading into Europe and the Middle East.”