Sulwhasoo Targets Japan With Pop-Up Experience at @cosme Tokyo

Amorepacific’s luxury cosmetics brand Sulwhasoo is stepping up its push into Japan, setting up a brand experience space at the country’s largest beauty platform to go beyond sales and introduce its K-luxury skincare philosophy and heritage.
 
According to the beauty industry on the 7th, Sulwhasoo will run a large-scale brand experience event through the 12th at @cosme Tokyo in Tokyo.
 
@cosme Tokyo is a leading Japanese beauty platform where brand trust is built on consumer reviews and in-person testing, and it is considered a key retail channel that strongly influences purchasing decisions.
 
Sulwhasoo said it is prioritizing building trust to appeal to Japanese consumers known for demanding standards in basic skincare. Rather than focusing on immediate results or sales volume, the brand plans to emphasize its long-standing story of blending Eastern aesthetics with modern science.
 
Pop-up visitors can try Sulwhasoo’s signature lineup and experience the brand firsthand.
 
The move is also drawing attention as part of Amorepacific’s broader expansion strategy in Japan. In 2022, the company placed Laneige officially on @cosme, marking a major step in its Japan entry. More recently, it has reported notable growth in Japan led by function-focused derma cosmetic brands such as Aestura and COSRX.
 
By widening customer touchpoints for Sulwhasoo, the group’s flagship high-end brand, Amorepacific aims to strengthen its position in Japan’s beauty market as a leading K-beauty company.
 
“Using this brand experience event as a starting point, Sulwhasoo plans to gradually expand brand awareness in Japan and continue strengthening points of contact with local consumers,” an Amorepacific official said.