Shinsegae International announced on the 15th that its cosmetics brand AMUSE has recently entered the Australian beauty platform W cosmetics and is scheduled to hold an exclusive pop-up event on November 18.

W cosmetics operates approximately 45 stores in major cities such as Sydney, Melbourne, and Brisbane, and primarily sells Asian beauty brands from countries like Korea and Japan. Through this entry, AMUSE plans to expand its recognition and sales network in the Oceania region.

With this expansion, AMUSE has now entered a total of 18 countries. In Asia, it has expanded to nine countries including Japan, Indonesia, Thailand, Vietnam, Singapore, Malaysia, Turkey, and Russia. In Europe, it is present in five countries: the United Kingdom, Italy, France, Spain, and Germany. In North America, it is distributed through online and offline stores in the United States and Canada, as well as Amazon. In the Middle East, it entered Gold Apple stores in the United Arab Emirates (UAE) this year.

According to Shinsegae International, AMUSE's overseas sales in the first half of this year increased by 29.3% compared to the same period last year, with the European region experiencing a 1392% surge during the same period. Particularly in Europe, AMUSE reported that with the spread of K-culture, the number of stores has been expanding, especially in the UK and Italy. In the UK, it is sold in nine stores of the K-beauty specialty retailer 'Pure Seoul', and in Italy, it is available in 50 stores of the retail chain OVS. It has also completed entry into K-beauty platforms in major European countries such as Spain, France, and Germany.

In Southeast Asia, AMUSE has established a growth foundation by entering approximately 260 stores in countries like Indonesia, Thailand, Vietnam, Singapore, Malaysia, and Hong Kong.

From the fourth quarter of this year, AMUSE plans to expand its existing distribution network and pursue additional contracts with major local retail platforms. Particularly in the Thai market, it is preparing for a full-scale business expansion through a distribution contract and anticipates a significant increase in sales starting next year.

Additionally, AMUSE will strengthen its localization strategy by reflecting the characteristics of consumers in each country. It plans to expand region-specific product development, pop-up store operations, and SNS performance marketing tailored to local needs.

Seungmin Lee, CEO of AMUSE, stated, “AMUSE is receiving positive responses from global Gen Z consumers based on its clear brand identity, reasonable pricing, and trendy sensibility,” adding, “We will actively pursue global market expansion based on thorough market analysis.”

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