LANEIGE released its products at over 144 stores of America’s top offline beauty retailer Sephora on September 16. This launch is a clear starting signal for the brand’s aggressive step into North American markets of the US and Canada.

 Sephora, with its 365 stores nationwide, is one of the largest offline beauty retailers in the US and a leader in America’s beauty trends. The company selects its brands based on their own database and is notorious for its fastidious selection of products for sale at its stores.

 Targeting American millennials, LANEIGE seeks to differentiate itself through localization strategy by developing exclusive products for Sephora USA and strengthening the customer experience. LANEIGE plans to satisfy the needs of American beauty consumers with 23 of its products, including ones in the Sleeping Beauty category such as Water Sleeping Mask, and its best-selling K-beauty signature items Water Bank, BB Cushion and Two Tone Lip Bar.