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Amorepacific Links Arms with Shopee to Target Southeast Asia

Michael Youngsoo Kim, head of Amorepacific APAC regional headquarters and Chris Feng, chief executive officer, Shopee, signing the MOU at Shopee’s Regional Headquarters in Singapore — Michael Youngsoo Kim, Head of Amorepacific APAC Regional Headquarters and Mr Chris Feng, Chief Executive Officer, Shopee, signing the MOU at Shopee’s Regional Headquarters in Singapore. Shopee. (Sherwin Castillo)

Zoe Suen

15 February 2021

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.

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