Amorepacific expands into custom skin care with Rationale deal

By Sarah Parsons | Published: 14-May-2020

The Korean beauty conglomerate is also betting on the cult Australian brand to help grow its market share in the region

Amorepacific, the Korean beauty conglomerate, has acquired a minority stake in luxury Australian skin care brand Rationale.

Founded in 1992, Rationale specialises in professional treatments and sun protection with its 'Essential Six' product collections.

The deal will enable the Melbourne-based brand to expand internationally, with goals to enter South Korea, the UK, the US, Hong Kong and Singapore by 2025.

Amorepacific is planning to increase its market share, retail network and operations in Oceania.

The group first entered the region in 2018 with the its Laneige and Innisfree brands.

Meanwhile, in March, it launched Sulwhasoo into Sephora stores across Australia and New Zealand.

Saehong Ahn Amorepacific's President added that the deal with Rationale will also expand the company's personalised skin care business.

"Amorepacific will continue to look into M&A and partnerships with promising companies and secure opportunities for future growth," he added.

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