Shinsegae International Enhances Cosmetic Business with AMUSE Acquisition
Shinsegae International has announced the acquisition of AMUSE, a prominent K-beauty brand, as part of its strategic expansion into the global market.
This acquisition aims to bolster Shinsegae’s presence in major markets like North America and Japan, where AMUSE already enjoys significant popularity.
According to Shinsegae International’s official statement on August 2, the company has acquired 100% of AMUSE’s shares for 71.3 billion KRW. Known for its “Young Beauty” vegan products, AMUSE has captured the hearts of many with its trendy designs and innovative product planning, particularly popular among the global MZ generation.
AMUSE was launched in 2018 and has quickly become a favorite in the beauty industry, with hit products like the “Gel Fit Tint,” “Bebe Tint,” and “Ceramic Skin Perfector Cushion.” The brand’s strong presence in North America and Japan, coupled with its broad global fanbase, makes it a valuable addition to Shinsegae International’s portfolio.
Shinsegae International plans to leverage AMUSE’s established reputation and customer base to increase its market share in the world’s largest cosmetics markets. The company aims to drive growth by diversifying its cosmetic product lineup, traditionally focused on luxury and premium segments, to include more accessible and popular items.
The acquisition is expected to provide Shinsegae International with a robust foundation for further expansion into emerging markets such as Southeast Asia and the Middle East. The company also plans to enhance its distribution channels and pursue aggressive marketing strategies to achieve its goal of reaching 200 billion KRW in annual sales by 2028.
Shinsegae International’s representative stated, “The acquisition of AMUSE is a pivotal step in our global expansion strategy. We are committed to supporting the brand’s unique identity and strengths while investing in its growth to make it a leading global beauty brand.”
With this strategic move, Shinsegae International is set to strengthen its position in the global beauty industry, continuing to build on the momentum of K-beauty’s worldwide popularity.
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Provided by: Shinsegae
