Shinsegae International announced on the 11th that its subsidiary Amuse achieved its highest-ever quarterly performance in the second quarter of this year, driving growth in the beauty sector.

Amuse is a vegan and wellness lifestyle brand wholly owned by Shinsegae International.

According to Shinsegae International, Amuse recorded sales of KRW 19.9 billion and an operating profit of KRW 2.4 billion in the second quarter. Compared to the same period last year, sales increased by 57.8% and operating profit by 167%. For the first half of the year, sales were KRW 32.2 billion and operating profit was KRW 3 billion, representing growth of 26.8% and 57.9%, respectively, compared to the same period last year. Last year's annual sales were KRW 52 billion. It is expected to easily achieve its sales target in the mid-KRW 60 billion range this year.

This marks the highest performance since the establishment of the Amuse brand. This growth directly impacted Shinsegae International's beauty sector performance. Due to the inclusion of Amuse's results since the fourth quarter of last year, the beauty sector has set record sales for three consecutive quarters. In the second quarter of this year, the beauty sector's sales were KRW 115.6 billion, an increase of 9.8% compared to the previous year and 2.2% compared to the previous quarter. Amuse's sales contributed 17.2% to the overall beauty sector. Shinsegae International currently operates a total of 15 cosmetics and fragrance brands, including its own acquired brands and imported and distributed brands.

Domestically, Amuse's sales more than doubled year-on-year, centered around Olive Young. Overseas sales also increased by 56.4% year-on-year, with a 54.8% increase in Japan through expanded distribution networks and the launch of locally tailored products. It is currently sold in about 3,000 stores, having entered Japan's largest drugstore chain, Matsumoto Kiyoshi Group. In June, a pop-up store was operated at Tokyo Shibuya's 'Atcosme' to commemorate the launch of Hello Kitty collaboration products.

Amuse reported successful initial entry into the European and Southeast Asian markets this year. In the second half, it plans to expand its distribution network to regions with high demand for vegan cosmetics, such as the Middle East, Australia, Russia, and Mongolia. It has completed obtaining necessary permits, establishing distribution channels, and developing locally customized products for each country, with all products certified by France's 'EVE Vegan'.

Expansion of offline channels is also underway. Following Hannam-dong in June, Amuse opened its second flagship store, 'Amuse Pink House', on Yeonmujang-gil in Seongsu-dong. The strategy is to open stores in areas with high foot traffic to provide direct experience opportunities and strengthen the brand image.

An Amuse representative stated, “We will continue to pioneer new markets and enhance global recognition based on differentiated product strength and brand mood.”

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