Espoir enters offline channels in Japan

Amorepacific’s makeup brand Espoir has entered Japanese offline retail channels after making an online debut in April.

The South Korean brand expanded into some mainstream multi-brand shops in Japan including @Cosme, Loft and Tokyu Hands. The brand’s top-selling products such as Pro Tailor Be Glow Cushion, Water Splash Suncream or Real Eye Palette are now on sale at these stores.

“We plan to broaden our product range in response to the demand of local customers,” said Jieun Lee, brand communication manager at Espoir. “Starting with the Japanese multi-brand shop channel, we will expand the global retail network further.”

Espoir entered the Japanese beauty market through several online channels in the country including Qoo10, Rakuten, Yahoo Japan and Amazon Japan. Since then, the brand has attracted many local customers who are fond of South Korean makeup.