Sulwhasoo expands US retail presence with Macy’s launch

THE WHAT? Amorepacific’s luxury skincare brand Sulwhasoo has expanded its footprint in the US market by launching in Macy’s, the country’s largest department store chain. The move follows the brand’s online debut on Macys.com earlier this year.

THE DETAILS  Sulwhasoo opened physical counters in March at Macy’s Flushing (New York), Santa Anita (Los Angeles), and South Coast Plaza in California. The brand is presenting its core product range in-store, including First Care Activating Serum VI, Concentrated Ginseng Rejuvenating Cream, and The Ultimate S Cream. Plans for broader retail expansion within Macy’s network are underway.

THE WHY? Sulwhasoo’s entry into Macy’s is part of a wider effort to scale its US business, where the brand has seen consistent growth since its debut in 2010. The brand has averaged around 20% annual growth over the past three years, bolstered by its positioning at Sephora and strong consumer interest in wellness-driven skincare. Macy’s provides a key opportunity to reach a broader audience of K-beauty shoppers seeking premium, ginseng-based formulations.

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