Laneige to expand in US through ecommerce

South Korean beauty firm Amorepacific’s skincare and cosmetics brand Laneige has expanded its footprint in the US through ecommerce ventures.

US customers can now easily access the brand's products through its online store, which features new products and trends.

The website will include multiple products including skincare creams, essences, masks, an expanded range of BB Cushions, and Two Tone lipsticks.

The brand initially launched its first sleeping mask in 2002, followed by Lip Sleeping Mask and Time Freeze Sleeping Mask.

AmorePacific's president and chief executive officer (CEO) Bradley Horowitz said: "By extending the availability of Laneige through our new ecommerce channel, we are satisfying beauty buyers' preferences of where they want to shop for Laneige and engage with us."

Equipped with patented Water Science technology, Laneige's skincare products are designed to address hydration, cleansing, and complexion.

The Laneige BB Cushion line now includes new BB Cushion Hydra Radiance and the BB Cushion Pore Blur, with more than 800,000 air cells, a three-dimensional diamond pattern, and an antimicrobial applicator.

Launched this year, the dual-colour Two Tone lipstick product is available in eight different shades.

Laneige plans to further expand its presence in the US through Sephora.com in June and via 150 Sephora outlets in September this year.