Sulwhasoo opens official store in Harrods to target European luxury market

Sulwhasoo, the luxury beauty brand under Amorepacific, has officially opened a store in Harrods, a premier luxury department store in the United Kingdom. The move is part of a strategic effort to expand the brand's presence within the European luxury beauty market.

The new retail space features signature products such as First Care Activating Serum and Concentrated Ginseng Renewing Cream. Notably, Harrods will be the exclusive UK retailer for the brand’s highest-tier prestige skincare line, the ‘The Ultimate S Collection’. Additionally, the brand plans to host the world premiere of its ‘The Ultimate S Masterpiece’ line at Harrods this December.

To enhance the customer experience, the store will offer the ‘Holistic Touch’ spa program, providing facial and hand treatments based on the brand’s skin longevity philosophy. The store's interior design was inspired by the Sulwhasoo Bukchon flagship store in Seoul, aiming to blend traditional Korean aesthetics with modern design.