S Korean cosmetics brands lay foundation to seduce Europe

Paris

SOUTH Korean cosmetics brands, wildly successful at home and across Asia, now have their eye on the European beauty market where their penetration is, for now, only skin-deep.

Picking luxury goods powerhouse France as its bridgehead to seduce European consumers, South Korea's leading cosmetics firm Amore Pacific launched its top brand Sulwhasoo at the upmarket Galeries Lafayette department store a few months ago.