Sulwhasoo Enters Macy's, the Largest Department Store in the U.S., Targeting Luxury Beauty Market

Sulwhasoo announced on the 17th that it will enter Macy's, the largest department store chain in the United States, to target the local luxury beauty market.

Founded in New York in 1858, Macy's has over 420 stores nationwide in the U.S. Sulwhasoo began its partnership with Macy's online channel, Macy's.com, in February, and in March, it entered the Flushing store in New York, as well as the Santa Anita and South Coast Plaza stores in Los Angeles (LA). It plans to showcase its flagship products such as Yunjo Essence, Jaumsaeng Cream, and Jinsul Cream at these locations. The company also plans to expand its presence to more stores in the future.

Sulwhasoo store located in Macy's department store at Flushing, New York. Provided by Amorepacific

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Sulwhasoo first entered the U.S. market in 2010. Over the past three years, it has recorded an average annual growth rate of about 20%. Additionally, it is expanding its customer base through Sephora stores in major U.S. cities and digital channels. Last year, Sulwhasoo's flagship product, Jaumsaeng Cream, showed significant growth.

A Sulwhasoo brand representative stated, "Sulwhasoo's 'Holistic Beauty' philosophy, based on 60 years of ginseng research, is considered well-suited to the U.S. beauty market trend that pursues wellness and healthy skin." They added, "Through this entry into Macy's department stores, we plan to spread the Holistic Beauty philosophy to luxury customers in the U.S., who are increasingly interested in K-beauty, and provide a differentiated customer experience."

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