How AMUSE Beauty Grew from 200M KRW to 60B KRW: The 6-Year Rise of a K‑Beauty Tint
Creatrip Team
4 months ago
AMUSE, a Korean color cosmetics brand famous for its ‘Jang Wonyoung tint’ (a lip tint popularized by K-pop idol Jang Wonyoung), grew from 200 million KRW in annual sales in 2019 to about 60.2 billion KRW in 2024 — roughly 300 times larger. The brand relaunched in 2019 under new marketing leadership, overhauling its logo, colors, packaging, and distribution to target a niche market between premium department-store brands and low-cost options, emphasizing “amusement,” brightness, and confidence. AMUSE focused on attractive, compact packaging and fast product cycles (about one new release per month), and positioned itself with vegan makeup lines like the Skin Tune Vegan Cushion and Gel Fit Tints. Unlike many brands that cut physical stores during COVID-19, AMUSE opened a flagship store in Hannam-dong in 2022 and continued expanding offline. Internationally, the brand succeeded in Japan and entered France with a pop-up at Galeries Lafayette (Champs-Élysées), and now aims to expand across Europe and other markets (Russia, US, Canada, Thailand) through department stores and major retailers. About 35% of 2024 sales came from overseas, and industry analysts expect AMUSE to reach 70 billion KRW this year as it ramps up global distribution.
