Amorepacific inks Memorandum of Understanding with Shopee to boost growth of K-beauty and reach more beauty shoppers in Asia

Partnership will also aim to drive premium category growth with launch of Sulwhasoo regional campaign on Shopee Premium


Mr Michael Youngsoo Kim, Head of Amorepacific APAC Regional Headquarters and Mr Chris Feng, Chief Executive Officer, Shopee, signing the MOU at Shopee’s Regional Headquarters in Singapore

Shopee, the leading e-commerce platform in Southeast Asia and Taiwan, and Amorepacific, Korea’s leading beauty company, have signed a Memorandum of Understanding (MOU) to strengthen regional partnership and accelerate the growth of K-beauty in the booming online beauty category in Southeast Asia. This year, Amorepacific will not only be focusing on growing its online presence in Southeast Asia, but have also included Taiwan as a new market within the partnership to boost its reach and share in the wider region.

Since launching on Shopee Mall in 2018, Amorepacific has recorded more than 13x of growth in Gross Merchandise Value (GMV), and saw Shopee’s share of its e-commerce sales doubled regionally in 2020. The leading Asian beauty brand aims to take its success further on Shopee with data-driven strategies, joint marketing efforts and more co-branded collaborations. Amorepacific also aims to expand the coverage of its current portfolio of brands on Shopee to more markets, in order to meet untapped demand and provide more assortment to consumers. These brands include Sulwhasoo, Laneige, Mamonde, Ryo, Mise en scene, innisfree and Etude.

Michael Youngsoo Kim, Head of Amorepacific APAC Regional Headquarters, said, “As our key e-commerce partner in the region, we are glad that we have seen strong and successful results with Shopee, and want to take it further by collaborating on new and innovative initiatives. With Shopee’s deep understanding of the local market landscape in the region, engaged users, and data expertise, we believe that Amorepacific and Shopee together, will be able to better serve the needs of consumers by bringing more of our world-class products to them. We also look forward to the first regional campaign of Sulwhasoo on Shopee Premium, which will help to expand our brand presence with the growing online luxury beauty shoppers.”

Chris Feng, Chief Executive Officer at Shopee, said, “As one of the invited brand partners of Shopee’s newly launched Regional Champion Brands Programme[1], we are confident of helping Amorepacific capture more growth and opportunities regionally with priority access and support on all regional initiatives and resources. This partnership will also enable us to tap on their vast portfolio and industry expertise to strengthen Shopee’s beauty and personal care offering, giving our shoppers more choices, as well as upgrading the online shopping experience. We look forward to working with Amorepacific to achieve even greater success than before, as they scale their presence and investment on e-commerce this year forward.”

Exclusive regional campaign for Sulwhasoo to drive premium category growth

With the growth in demand of premium beauty brands exceeding mass beauty brands on Shopee, Amorepacific will be launching the first regional campaign for Sulwhasoo on Shopee Premium on 1 April 2021, to drive online sales and premium category growth on e-commerce. This follows the exemplary performance of Sulwhasoo’s launch in Indonesia, Vietnam and Thailand on Shopee last year.

Coinciding with Shopee’s 4.4 Mega Shopping Day, beauty shoppers can also look forward to  even more exclusive offers at the first regional Sulwhasoo Super Brand Day campaign, which includes:

  • Premium deals only at Shopee: On 1 April 2021, luxury skin care lovers can now grab the best deal of First Care Activating Serum set at up to 20% while enjoying an even more special deal with up to 1,000 Shopee Coins cashback[2] vouchers and more privileges when paying with ShopeePay.
  • Special gift sets and giveaways: Users can look forward to special giveaways when shopping from Sulwhasoo Official Store on Shopee Mall on 1 April 2021. Top 500 user orders during 00.00 – 02.00 will receive Essential & Ginseng Care Special Gift valued 1,580THB.
  • Exclusive entertainment with Gulf-Kanawut: Gulf-Kanawut’s fans stay ready for special curated contents during Sulwhasoo Super Brand Day on Shopee. On 31 March 2021, fans will get a chance to interact real-time with their favorite idol. While on 1 April 2021, users who buy the Sulwhasoo First Care Activating Serum 60ml will receive a special gift set and a photobook from Gulf Kanawut. Moreover, Shopee and Sulwhasoo will offer an exclusive activity during this campaign only! The first 10 orders with a minimum spending of 10,000THB of the day can stand a chance to get an exclusive VIDEO Call with Gulf Kanawut on 10 April 2021.

During the campaign, Sulwhasoo will also tap on the differentiated user experience on Shopee Premium to enhance its brand storytelling, and deepen engagement with the growing number of premium and luxury consumer segments[3]. This includes the launch of its brand membership programme on Shopee to reward loyal shoppers.

Engage users with personalised and unique content

Amorepacific also aims to leverage Shopee’s market leadership and deep data insights into consumer shopping trends and behaviour, to help pre-launch new exclusive products that serve existing brand lovers and acquire new users. In addition, Amorepacific will also explore introducing its brand ambassadors such as popular Korean celebrities and artistes, into its Shopee campaigns, strengthening its brand affinity and awareness with consumers across the region.

Korean beauty and skincare continues to attract a huge following in Asia and beyond[4]. In Shopee’s annual mega campaigns from 9.9 to 12.12, Amorepacific brands such as Laneige and innisfree consistently ranked in the top five of the beauty category. This is driven by consumers’ preference toward skincare products made with unique, natural ingredient formulas[5] and personalised beauty solutions, as well as the global rise of Korean pop culture, particularly throughout Southeast Asia.

[1] Regional Champion Brands Programme is an exclusive, by-invite only program open to top brand partners, aimed to better support brands in accelerating their growth on the regional and local levels. We currently have 17 brands on board this programme.

[2] Terms & Conditions applied

[3] Bain & Company report, Eight Themes That Are Rewriting the Future of Luxury Goods:

[4] Statista, Where K-Beauty is the preferred choice

[5] Allied Market Research, K-beauty Products Market by Product Type, End User, and Distribution Channel: Global Opportunity Analysis and Industry Forecast, 2019-2026