Amorepacific’s luxury skincare brand Sulwhasoo has launched on Lazada.

The partnership marks the brand’s expansion into the Southeast Asia e-commerce market.

With this Lazmall store, shoppers in Indonesia, Malaysia, Singapore, Thailand and Vietnam can access Sulwhasoo’s range of beauty products.

“The influence of South Korean beauty trends and culture in this region is undeniable, and we are pleased to bring one of Korea’s top skincare brands Sulwhasoo online with Lazada – reinforcing our leadership in the beauty category and in serving our female customers,” said Lazada Group president Jing Yin.

The South Korean beauty-and-cosmetics conglomerate is already leveraging Lazada’s platform for distribution of four key brands including Laneige, Mamonde, Innisfree and Etude House. These brand stores are housed on LazMall, a place for shoppers to get directaccess to international and local brands, top-rated online brands and authorised brand distributors.

“Lazada is the region’s e-commerce leader, particularly in the beauty space, and the best possible partner to take our business online in Southeast Asia,” said Mina Kim, senior VP of Sulwhasoo at Amorepacific.

“We hope to bring Sulwhasoo’s value of Asian beauty to more customers and help them experience our unique beauty solutions in a new way.”