Amorepacific Group to Unveil Primera at Sephora in the U.S.

As sales from clean beauty brands continue to fuel growth in prestige skin care, Amorepacific Group is launching its own clean skin-care brand, Primera, into the U.S. market. Primera, an eco-friendly line formulated with the seeds of plants and fruits, has until now only been distributed in the company’s native South Korea. A selection of five key hero products is to debut this week in all Sephora doors, with a broader assortment — about 25 products — rolling out to sephora.com and 50 of the retailer’s top doors. The line is packaged in completely recyclable materials and contains no parabens, phthalates, mineral oil, synthetic colorants and fragrances, among other ingredients consumers are growing increasingly wary of. Hero products include Alpine Berry Water Cream, $40; Clean Berry Lip Mask, $20; Miracle Seed Essence, $58; Wild Seed Firming Serum, $74; and Mild Facial Peeling Gel, $38. The brand has had a historically small footprint, with distribution limited to a handful of department stores and one flagship door in South Korea. But last year the brand entered travel retail, where it saw a “huge” rise in demand, said Amorepacific U.S. president and general manager Jessica Hanson, likely thanks to the rise in consumer demand for products

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