Sulwhasoo Launches on UK Online Platform 'Cult Beauty'

Accelerating Expansion into the European Market Starting with the UK

Amorepacific's luxury beauty brand Sulwhasoo announced on January 20 that it has officially launched on the United Kingdom’s leading online beauty platform, Cult Beauty. Sulwhasoo plans to use the UK, a strategic hub, as a springboard to accelerate its expansion into the European market.

Sulwhasoo Yoonjo Essence (left), Sulwhasoo Jaumsaeng Cream (right)

The UK is a market with a well-established luxury consumer base that has a high level of understanding of beauty culture and brand value, serving as a strategic hub connecting Europe and the Middle East. By selecting Cult Beauty as its first partner, Sulwhasoo aims to strengthen communication with local customers and lay the groundwork for brand expansion across Europe.

Cult Beauty is an online beauty platform known for its curation philosophy of introducing only products that are truly valuable. The platform builds high trust by applying a multi-faceted evaluation process, including brand story, product efficacy, and sustainability, to carefully select brands.

A representative from Cult Beauty said, "We are delighted to introduce Sulwhasoo, a brand that embodies the power and heritage of Korean luxury skincare, to UK customers," adding, "We look forward to more customers experiencing the true value of Sulwhasoo's 'Holistic Beauty' philosophy."

Sulwhasoo is entering the UK market with its signature products, Yoonjo Essence and Jaumsaeng Cream. Yoonjo Essence features Sulwhasoo’s proprietary ingredient, Jaumdan™, and Rimpanax™, a ginseng ingredient naturally aged for 500 hours, offering preventive care that manages the skin’s fundamental flow before visible signs of aging appear. Jaumsaeng Cream, which has ranked as the top-selling anti-aging cream in Korea for ten consecutive years, is a high-performance anti-aging cream containing Ginsenomics™, a rare ginsenoside concentrate that is 6,000 times more potent, and ginseng-derived peptides.

With its entry into Cult Beauty, Sulwhasoo is also considering collaborations with offline distribution channels in the UK to further expand brand touchpoints. A Sulwhasoo representative stated, "The UK is a strategic starting point for expanding into the European market," and added, "Sulwhasoo’s launch in the UK will serve as an important milestone in our global growth strategy, connecting to both the European and Middle Eastern markets."

Meanwhile, since entering Hong Kong in 2004, Sulwhasoo has expanded its presence to major global markets including the United States, China, Canada, Australia, and India. The brand is now established as Korea’s leading luxury beauty brand in a total of 13 global markets.