Korean Luxury Brand Sulwhasoo Opens at Harrods With UK-Exclusive Ultimate S Collection

Amorepacific-owned luxury skin care brand Sulwhasoo has opened an official counter at British department store Harrods, stepping up its push into Europe's luxury beauty market.

The counter opened Oct. 23, Amorepacific said in a press release Oct. 27. It stocks the brand's core skin care products, including First Care Activating Serum and Concentrated Ginseng Rejuvenating Cream.

The company said Sulwhasoo will introduce its products and services to British shoppers based on more than six decades of ginseng research and the brand's skin longevity philosophy.

Harrods will also carry products that shoppers cannot buy elsewhere. The Ultimate S collection, Sulwhasoo's top-tier prestige skin care line, is sold in the U.K. only through Harrods.

In December, Sulwhasoo plans to pre-launch its Timetreasure Honorstige line at Harrods ahead of every other market in the world.

The counter also offers Holistic Touch, the brand's spa program, in which customers can receive facial and hand treatments.

The space takes its cues from Sulwhasoo's flagship store in Seoul's Bukchon neighborhood, reinterpreting Korean aesthetics in a contemporary style. Shoppers can browse the brand's lineup there, from its signature products to its highest-prestige line.

Sulwhasoo plans to use the Harrods opening to introduce its brand identity, built on Korean heritage and ginseng science, to luxury shoppers worldwide. The brand also aims to expand its presence in the global luxury beauty market, according to the company.

Harrods, founded in 1849, is one of Britain's best-known department stores.