Amorepacific’s eSpoir sets foot in Thailand

1 min readUpdated May 21, 2025Jan 25, 20196:33 AM

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Amorepacific-owned makeup brand eSpoir has launched in Thailand via cosmetics retailer chain Eveandboy. Nearly 130 eSpoir products are available at Eveandboy stores at Siam Square One shopping mall and at Terminal 21 near Asoke Station. The highest-profile eSpoir products include Dewy Face Glow moisturiser with hyaluronic acid, No Wear Lipstick, and Pro Tailor Foundation Be Silk / Be Glow.

The South Korean brand will launch in eight more Eveandboy stores and an online mall to build a strong presence in the Thailand beauty market and expand channels.

Amorepacific says it plans further expansion into other Asean countries.

“We are pleased to be able to bring Korea’s representative makeup brand, eSpoir, to Thailand, the largest beauty market in the Asean region. The launch of eSpoir will surely strengthen our brand portfolio in Thailand and drive further growth,” said Choi Woong, Amorepacific Thailand GM.

The group will diversify its brand portfolio spanning skincare and makeup for its sustainable growth in Thailand.

Other brands available in Thailand including Sulwhasoo, Laneige, Mamonde, Innisfree and Etude House.
Founded in 1945, Amorepacific sells more than 20 cosmetics, personal care, and health care brands in Asia, North America, and Europe.

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What this means

Amorepacific's strategic launch of eSpoir through Eveandboy in Thailand is a savvy move, capitalising on a robust distribution network to swiftly embed a new makeup brand. This directly pressures existing Korean beauty rivals and local players, who must now contend with an aggressive market entrant backed by a strong parent. While Adore Beauty's large physical store expansion in Australia, or Panpuri's multi-store Asian push, demonstrate different scaling approaches, eSpoir's immediate retail footprint is a more agile way to test market receptiveness. The risk lies in over-reliance on a single retail partner, but for now, it's a solid entry. We should next watch the brand's performance across its planned eight additional Eveandboy stores and online mall launch.

Aiko Tanaka · Retail News Asia newsroom

Questions & Answers

Which specific eSpoir products are highlighted as highest-profile for the Thailand launch?

The highest-profile eSpoir products for the Thailand launch include Dewy Face Glow moisturiser with hyaluronic acid, No Wear Lipstick, and Pro Tailor Foundation Be Silk / Be Glow. These products are now available through Eveandboy stores.

What are Amorepacific's immediate expansion plans for eSpoir beyond the initial launch locations in Thailand?

Following the initial launch, eSpoir will expand into eight more Eveandboy stores and an online mall. This strategy aims to build a strong presence and expand distribution channels within the Thailand beauty market.

What is Amorepacific's broader strategic goal for its brand portfolio in Thailand?

Amorepacific aims to diversify its brand portfolio, covering both skincare and makeup, for sustainable growth in Thailand. The company views the eSpoir launch as strengthening its brand presence and driving further growth.

Which other Amorepacific brands are already available in the Thai market?

Other Amorepacific brands currently available in Thailand include Sulwhasoo, Laneige, Mamonde, Innisfree, and Etude House. The launch of eSpoir adds to this existing portfolio.

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