Companies sign MOU covering exclusive products, joint marketing

Synergy expected with existing brands including Sulwhasoo, Hera

[Provided by Kurly]
[Provided by Kurly]

Kurly announced Wednesday that it has partnered with leading Korean beauty group Amorepacific for wide-ranging collaboration spanning exclusive product development and joint marketing.

The two companies signed a joint business partnership MOU on Tuesday, with Kurly Beauty Division Head Kim Mi-ri and Amorepacific Executive Vice President Kim Kyung-yeon, who heads the e-commerce unit, among those in attendance.

Going forward, the two companies will co-develop "Kurly Only" products exclusively for Beauty Kurly customers. Beauty Kurly merchandise planners will be involved from the earliest stages of product development to deliver differentiated beauty offerings.

The partnership will also pursue joint marketing promotions to maximize customer benefits and foster growth in new product categories.

Beauty Kurly currently carries Amorepacific's flagship brands Sulwhasoo and Hera, as well as derma brands Aestura and Illiyoon. The new agreement is expected to further strengthen synergies with these existing brands.

"We plan to combine the core strengths of both companies to build an even more solid competitive position in the beauty market," Kim Mi-ri said.


spa@heraldcorp.com