AmorePacific Corp. is pushing its derma beauty brand Aestura into the U.S. market through Sephora stores, marking the South Korean cosmetics maker’s latest effort to expand its global footprint.
The company will introduce its Atobarrier365 line at more than 400 Sephora locations starting in February. The initial launch includes six products ranging from cleansers to creams, targeting consumers seeking specialized skincare solutions for conditions like atopic dermatitis and acne.
The expansion comes as U.S. consumers show increasing interest in dermatologist-backed beauty products. Unlike mass-market cosmetics, derma brands typically develop their formulations in consultation with skin specialists and pharmacists.
AmorePacific is betting its four decades of research experience will help it stand out in the competitive U.S. beauty market. The company says it will leverage its partnerships with skin experts to build brand recognition.
For the Seoul-based beauty giant, the Sephora partnership provides access to an established retail network in a key growth market. However, the company faces stiff competition from both local and international derma brands already present in U.S. stores.
The move represents AmorePacific’s growing ambition to reduce its dependence on Asian markets and establish a stronger presence in Western countries.
