Celebrating its 77th anniversary, Korean leading beauty company Amorepacific is accelerating its expansion into the Japanese market, with LANEIGE, one of its global brands. LANEIGE officially entered @cosme online and @cosme TOKYO in Harajuku on September 14.

@cosme is the biggest beauty information platform in Japan based on customer reviews. Recently, it opened an experiential flagship store, @cosme TOKYO in Harajuku, to expand its offline retail channel, as part of its O2O strategy for connecting the online and offline worlds.

Even though international travel is not as easy as it was prior to the COVID-19 pandemic, Korean cosmetics exports to Japan are increasing with the growing interest in K-beauty. LANEIGE saw how interested local customers are in its products even before it entered the Japanese market, with its NEO Cushion and Lip Sleeping Mask ranking top in each category on the Japanese beauty review platform, LIPS. Celebrating its debut in Japan, LANEIGE introduces its top selling products: NEO Cushion, Lip Sleeping Mask, and Cica Sleeping Mask.

"We have received many requests from local retailers as our products have gone viral in Japan, and we will now be able to bring more of our main products to the local customers," said Roh Eun-suk, the head of LANEIGE GTM Division. "As a brand leading K-beauty, we will make our best effort to introduce top-quality products to the customers in Japan," he added.

One of the brand’s best-selling products, LANEIGE NEO Cushion is an ultralight full-coverage foundation that blends in with the skin perfectly to create a flawless look. It topped the cushion foundation category in the Korean beauty store channel, Olive Young, and it is also widely loved in China and Southeast Asia. LANEIGE Cica Sleeping Mask is an overnight mask containing Forest Yeast, a patent-pending ingredient from Amorepacific, to strengthen the skin barrier and boost the skin's natural strength. LANEIGE Lip Sleeping Mask, another star product of LANEIGE, as listed in best-selling lip treatments on Sephora U.S., is a lip mask to make the lips look healthy and vibrant overnight.