Strategic Partnership with Leading U.S. Department Store Macy’s

Global luxury skincare brand Sulwhasoo has officially launched in Macy’s, the largest department store chain in the United States, marking a significant milestone in its expansion into the North American luxury beauty market.

Founded in 1858 in New York City, Macy’s operates more than 420 locations across the country and serves as a major distribution channel for high-end brands. Sulwhasoo made its initial debut on Macys.com in February 2025, followed by physical launches in key metropolitan stores in Flushing (New York), Santa Anita, and South Coast Plaza (California) in March.

Flagship Products Representing Korean Skincare Heritage

At Macy’s, Sulwhasoo will showcase its signature lineup including the First Care Activating Serum, Concentrated Ginseng Renewing Cream, and Timetreasure Invigorating Cream—all known for their holistic skin-rejuvenating benefits. These flagship products are rooted in traditional Korean herbal medicine and decades of skincare research, designed to resonate with consumers seeking balance between modern science and natural wellness.

Sulwhasoo plans to gradually expand its store footprint within Macy’s, establishing more physical touchpoints to engage luxury beauty consumers across the U.S.

Consistent Growth in the U.S. Beauty Market

Since its initial entry into the U.S. market in 2010, Sulwhasoo has shown steady growth and brand elevation. Over the past three years, the brand has achieved an average annual growth rate of 20%, bolstered by strategic placements in Sephora stores, robust digital marketing, and consumer loyalty in major cities.

Particularly, the Concentrated Ginseng Renewing Cream saw remarkable year-over-year sales growth in 2024, reinforcing Sulwhasoo’s position as a premium skincare leader in the market.

Holistic Beauty Philosophy Aligns with U.S. Wellness Trends

Sulwhasoo’s success is grounded in its Holistic Beauty philosophy, which emphasizes internal skin balance, well-being, and longevity through 60 years of Ginseng science and skin research. This approach aligns closely with the rising wellness and conscious beauty movement in the U.S., where consumers are increasingly seeking skincare that supports both health and aesthetics.

A Sulwhasoo representative commented, “Our partnership with Macy’s will allow us to bring the depth of Korean holistic skincare to discerning luxury consumers in the U.S. As interest in K-beauty continues to grow globally, Sulwhasoo aims to deliver an elevated, differentiated beauty experience that speaks to both tradition and innovation.”