K-Beauty Brand AMUSE Eyes Aggressive Overseas Expansion After Best Year
Creatrip Team
2 months ago
AMUSE, a vegan wellness K-beauty brand owned by Shinsegae International, posted record global retail growth last year and is ramping up international expansion. Now in 24 countries across Asia, Europe and North America, the brand saw especially strong gains in newly entered Europe and Russia, which are projected to account for over 50% of global sales by 2025. AMUSE plans localized distribution and marketing strategies: a pop-up at a leading French luxury department store featuring popular items like the ‘Dew Power Vegan Cushion’ and best-selling ‘Dew Tint’ and ‘Gel Fit Tint’; entry into 600+ Russian on- and offline retailers including L’Etoile (레투알); expanded presence in Canada via Holt Renfrew (홀트 렌프류); and exclusive distribution deals in Thailand. The company will emphasize influencer-driven digital campaigns and store partnerships to sustain global growth while maintaining its brand identity and product competitiveness.
