Shopee, Amorepacific sign memorandum to boost K-beauty growth

The memorandum also aims to strengthen regional partnership between the two parties.

Beauty company Amorepacific and e-commerce platform Shopee have signed a memorandum of understanding to strengthen regional partnership and accelerate the growth of K-beauty in the booming online beauty category in Southeast Asia.

The beauty brand has recorded over 13 times of growth in gross merchandise value since launching on Shopee Mall in 2018. It has also doubled its e-commerce business regionally in 2020. It aims to take its success further on Shopee with data-driven strategies, joint marketing efforts, and more co-branded collaborations.

“As our key e-commerce partner in the region, we are glad that we have seen strong and successful results with Shopee, and want to take it further by collaborating on new and innovative initiatives,” Amorepacific APAC regional headquarters head Michael Youngsoo Kim said.

Amorepacific also aims to expand the coverage of its current portfolio of brands on Shopee to more markets to meet untapped demand and provide more assortment to consumers.

“This partnership will also enable us to tap on their vast portfolio and industry expertise to strengthen Shopee’s beauty and personal care offering, giving our shoppers more choices, as well as upgrading the online shopping experience,” Shopee CEO Chris Feng added.

The partnership will aim to drive premium category growth with the launch of Sulwhasoo regional campaign on Shopee Premium.