* LANEIGE launches online shopping in the U.S.
* Korean skincare and cosmetic brand known as leader of K-Beauty movement
* Brand will also be sold in Sephora starting this summer
The once-underground K-Beauty trend is officially hitting the mass market. Korean skincare and cosmetic brand, LANEIGE, announced this week that it will be making a huge push into the U.S., making their coveted line of products more accessible than ever before.
Known for their line of innovative moisturizers and masks, as well as their best-selling line of BB Cushions, LANEIGE is opening up e-commerce for the first time, with a new online shop at laneige.com. In addition, LANEIGE will be available at Sephora.com beginning in June, as well as in 150 Sephora store locations across the U.S. starting in September.
Though it’s been making waves in the beauty industry in Korea since the early 2000s (it’s Sleeping Mask famously inspired a host of imitators after launching in 2002, and even spun off its own Lip Sleeping Mask), LANEIGE is only recently finding a following in North America.
But thanks to the prevalence of Korean beauty counters in both drugstores and department stores, as well as the community of K-beauty bloggers on social media and online, the brand has become one of the most sought-after collections for creams, essences, masks and makeup.
The brand continues to be at the forefront of developing the most innovative and talked about technology with its new “Skin Fit” air cushion applicator for makeup. And in 2017, LANEIGE’s newest product category is its Two Tone Lipsticks.
LANEIGE was previously only available through Amazon and Target, though Target recently announced that it was replacing the brand to bring in Jessica Alba’s Honest Beauty.