New boutique beauty chain focuses solely on Korean cosmetics

Called Aritaum and owned by AmorePacific, so far 70 stores have opened up throughout the North American region focusing on the type of beauty products that have given South Korea global recognition as one of the most innovative and progressive beauty markets in the world.

The retailer says that new store openings are planned throughout 2016, adding to existing outlets in New York, Chicago and Los Angeles, as well as Toronto and Vancouver, in Canada.

Building on the marketability of Korean beauty​

In the past ten years South Korean cosmetics companies such as AmorePacific and LG Household have taken the Asia Pacific region by storm, with China proving to be the biggest export market.

But now Western consumers are becoming increasingly curious about South Korean cosmetics, drawn in by new innovations and technologies such as BB creams, cushion foundations and sheet masks, which are not new to Korean consumers.

Over 1.7m Koreans already make the United States home, many of whom will probably be target consumers for Aritaum, but curiosity about Korean beauty regimes is now one of the hottest beauty trends, extending to the spectrum of beauty consumers.

In North America, interest in Korean products and beauty regimes has been sparked by publications such as Vogue and Allure devoting considerable column inches to Korean beauty products.

The largest collection of Korean beauty in North America​

The Aritaum boutique owner AmorePacific, is currently the biggest player in South Korea and fast becoming one of the most important players in the Asia Pacific region, building a reputation from highly advances skin care formulations and color cosmetics.

The company claims that the chain is set to stock the largest collection of curated premium beauty products in North America.

Brands that are included in the stores’ ranges include IOPE, the air cushion foundation, Leneige skin care range, Mamonde first energy serum and the Hanuyl brand featuring the top-selling Rice Essential Skin Softener.