Amorepacific’s Laneige lip care product gains popularity in Europe

The ‘Hot on Social Media’ corner at the Sephora store on the Champs-Élysées in Paris. At the center of the display is the ‘Laneige Lip Sleeping Mask’. (Kim Hyo-hye)

Amorepacific Corp.’s beauty brand Laneige is making headlines in Europe for its lip care product.

Last week, the Sephora cosmetics store on the Champs-Élysées in Paris, France, was bustling with consumers, particularly the aisle that features the Hot on Social Media section.

Laneige’s Lip Sleeping Mask stood out as the only Korean beauty product displayed in the section.

The Lip Sleeping Mask is designed to be applied to the lips before bedtime, dissolving dead skin and leaving lips smooth and plump.

Launched in 2015, the product gained global popularity last year after beauty influencers on social media recommended it as a must-have item.

Recently, its sales surged in Europe and North America, earning a spot as a global bestseller with one unit sold every two seconds worldwide, according to the company.

Thanks to its rising popularity, Laneige has become a leading Korean lip care brand in Sephora’s European stores.

Last year, it ranked 5th in Sephora’s European skincare (including lip care) brand rankings, moving up to 3rd place this year. The Lip Sleeping Mask is now sold in 16 European countries, including France and Italy, and has seen consistent sales growth. In the second quarter,

Amorepacific reported a 182 percent year-on-year increase in sales in the Europe, Middle East, and Africa (EMEA) region.

Amorepacific has been shifting its revenue focus from China to North America and Europe. With Laneige showing positive responses in these markets, the company is ramping up its marketing efforts and launching new products in Europe.

Laneige’s Lip Sleeping Mask. (Amorepacific)

In addition to the Lip Sleeping Mask, Amorepacific has introduced other products, such as the Lip Glowy Balm, Water Bank, and Bouncy and Firm Sleeping Mask, in Sephora stores across Europe.

Notably, the limited edition Lip Sleeping Mask – Pink Lemonade, launched earlier this year, sold out within three months.

“We also upgraded the portable Lip Glowy Balm and released it last September. We plan to launch various lip care sets in time for the upcoming European Sephora holiday season,” the company said.