- Hosts an Immersive Event at Japan’s Premier Beauty Platform, @cosme TOKYO
- Plans to Fortify Brand Awareness and Expand Consumer Touchpoints in Japan This Year

<Exterior View of the Sulwhasoo Pop-up Store at @cosme TOKYO in Japan>

Amorepacific’s global luxury beauty brand, Sulwhasoo, is boldly accelerating its expansion into the Japanese market by hosting a captivating brand experience event at @cosme TOKYO, the nation’s largest beauty platform. This highly anticipated exhibition will run for one week, from May 6 to May 12.

@cosme TOKYO stands as Japan’s preeminent beauty platform, where brand credibility is cultivated through authentic consumer reviews and real-world experiences, wielding profound influence over local purchasing decisions. Through this immersive event, Sulwhasoo aims to expand its direct touchpoints with Japanese consumers, laying the essential groundwork for a robust presence in the market.

The Japanese market is widely recognized for its sophisticated consumers, who possess highly discerning tastes and exacting standards for skincare products. Aware of these unique market dynamics, Sulwhasoo has deliberately prioritized cultivating trust with local clientele—focusing on its brand philosophy and research-driven heritage rather than pursuing short-term sales.

This promotional event centers on the harmonious synthesis of Eastern aesthetics and modern science, an exquisite balance that Sulwhasoo has refined over many years. It has been elegantly curated to allow visitors to personally experience Sulwhasoo's signature skincare lines, empowering them to effortlessly discover the value of beauty and the profound research narrative that defines the brand.

Seizing the momentum from this captivating brand experience, Sulwhasoo is poised to steadily expand its brand awareness in the Japanese market and continually elevate its engagement with local customers. The brand remains steadfast in its dedication to delivering its exclusive high-end skincare philosophy and meticulous research-based brand narrative more authentically and effectively to Japanese consumers.