Amorepacific said on the 30th that it will officially launch three brands—Mamonde, Primera, and Illiyoon—in the United Kingdom in collaboration with Boots, the country's largest drugstore chain.
With this collaboration, under the theme "K-Beauty Edit by Boots," Amorepacific will create a dedicated "K-beauty zone" composed exclusively of its three brands to showcase products. Representative products include Mamonde "Flora Glow Rose Liquid Mask," Primera "Mild & Perfect Cleansing Oil to Foam," and Illiyoon "Ceramide Ato Concentrate Cream."
With more than 175 years of history, Boots is a leading retailer with about 1,800 health and beauty stores across the United Kingdom. The K-beauty zone, featuring Mamonde, Primera, and Illiyoon, will debut first at 47 stores across the United Kingdom, including six key locations in central London, with plans to gradually expand the number of stores. At the same time, by launching on Boots.com and its mobile app, the brands will reach consumers not only in the United Kingdom but across Europe, presenting the core values of K-beauty tailored to various skin types.
A Boots representative said, "Amorepacific's brands have standout product technology and philosophy worthy of representing K-beauty," adding, "This launch will be a good opportunity to propose new brands to British customers under the theme of K-beauty."
An Amorepacific representative said, "This collaboration with Boots will further strengthen our stature as a leading K-beauty company," adding, "Based on our diverse brand portfolio, we will continue to expand channels in the United Kingdom and rapidly scale across Europe to solidify our position in the global beauty market."