The South Korean beauty giant, which owns brands like Sulwhasoo, Etude House and Innisfree, has signed a partnership with the Singaporean e-commerce start-up to expand its market share across fast-growing Asian markets.

The companies have a strong relationship to build upon. Amorepacific, which launched on Shopee mall in 2018, saw its gross merchandise volume grow over 13-fold and its regional e-commerce business double by 2020. Under the new partnership, the beauty group plans to tap into Southeast Asian markets and Taiwan, while providing customers with a wider product assortment.