Amorepacific is proud to announce the official United Kingdom launch of three of its most celebrated brands—Mamonde, Primera, and ILLIYOON—in collaboration with the nation's largest drugstore chain, Boots. This partnership holds profound significance, building on the successful entry of Amorepacific's LANEIGE and INNISFREE brands in the UK market. The inclusion of these three additional brands comes as a direct result of their selection by Boots as core representatives of K-Beauty's excellence.

With a distinguished history spanning over 175 years, Boots is the United Kingdom's foremost drugstore and a premier retailer, operating approximately 1,800 Health & Beauty stores nationwide. Through this landmark collaboration, Amorepacific will present its products within an exclusively dedicated 'K-Beauty Zone,' curated entirely with its three brands under the thematic banner of 'K-Beauty Edit by Boots.' Among the flagship products featured in this debut are Mamonde's 'Flora Glow Rose Liquid Mask,' Primera's 'Mild and Perfect Cleansing Oil to Foam,' and ILLIYOON's 'Ceramide Ato Concentrate Cream.'

The 'K-Beauty Zone,' featuring Mamonde, Primera, and ILLIYOON, will initially be unveiled in 47 stores across the United Kingdom, including six key locations within central London, with plans to progressively expand its presence. A concurrent launch on the Boots.com online store and mobile app will allow the brands to engage with consumers not only in the UK but across all of Europe, presenting the core values of K-Beauty tailored to a diverse spectrum of skin needs.

A representative from Boots commented, "Amorepacific's brands are characterized by the unparalleled product technology and philosophy that epitomize K-Beauty. This launch provides a bridgehead to offer new and exciting brands to our UK customers under the captivating theme of K-Beauty."

An Amorepacific representative stated, "This collaboration with Boots will serve to further fortify our stature as the leading player in K-Beauty. Building on our diverse brand portfolio, we will continue to expand our channels within the UK and, looking ahead, swiftly make inroads across Europe to bolster our position within the global beauty market."