Sulwhasoo launches at Macy’s, the largest U.S. department store chain

Sulwhasoo is stepping up its push into the U.S. luxury beauty market with its launch at department store chain Macy’s.

Founded in New York in 1858, Macy’s operates more than 420 locations across the United States. Sulwhasoo began selling through Macy’s online channel, Macys.com, in February and launched in March at the retailer’s Flushing location in New York, its Santa Anita location in Los Angeles, and its South Coast Plaza location. Sulwhasoo plans to offer signature products including First Care Activating Serum, Concentrated Ginseng Renewing Cream and Timetreasure Invigorating Cream, and gradually expand to more stores.

Since entering the U.S. market in 2010, Sulwhasoo has steadily strengthened its position in the country’s beauty industry. The brand has posted average annual growth of about 20% in the U.S. over the past three years and is expanding its customer base through Sephora stores in major U.S. cities and digital channels. Last year, its signature Concentrated Ginseng Renewing Cream also recorded strong growth.

Sulwhasoo said its Holistic Beauty philosophy, grounded in 60 years of ginseng research, aligns with U.S. beauty market trends focused on wellness and healthy skin. Through its launch at Macy’s, the brand plans to share this philosophy with U.S. luxury consumers showing growing interest in K-beauty and offer them a distinctive customer experience.