The global luxury beauty brand Sulwhasoo is accelerating its expansion into the American luxury beauty market by entering Macy's, the largest department store chain in the United States.

Founded in New York in 1858, Macy's Department Store boasts over 420 locations across the United States. Sulwhasoo established its presence on Macy's online channel, 'Macys.com,' in February, and completed its entry into physical stores in March at the Flushing location in New York, the Santa Anita location in Los Angeles, and the South Coast Plaza location in California. Sulwhasoo will showcase its flagship products, including the First Care Activating Serum, Concentrated Ginseng Rejuvenating Cream, and The Ultimate S Cream, with plans to gradually expand its presence to more stores in the future.

Since its initial entry into the US market in 2010, Sulwhasoo has steadily enhanced its standing within the American beauty landscape. In the US market, Sulwhasoo has recorded an average annual growth rate of approximately 20% over the past three years, expanding its customer base through Sephora stores in major US cities and digital channels. Notably, last year saw significant growth for Sulwhasoo's representative product, the Concentrated Ginseng Rejuvenating Cream.

Regarding this development, a Sulwhasoo brand official stated, "Sulwhasoo's philosophy of Holistic Beauty, rooted in 60 years of ginseng research, is considered highly relevant to the trends in the American beauty market, which pursues wellness and healthy skin." The official added, "Through this entry into Macy's, we plan to propagate our Holistic Beauty philosophy to American luxury customers, whose interest in K-Beauty is progressively increasing, thereby delivering a differentiated customer experience."