- Amorepacific India has established a new Premium Division bringing Laneige and Sulwhasoo under a single integrated business structure, appointing Vidushi Goyal as Business Head to lead strategy across online and offline channels.
- The restructuring aligns India with other strategic markets within Amorepacific Group’s global portfolio and signals a sharpened focus on India’s premium K-beauty segment as the group strengthens its distribution and marketing operations in the country.
Amorepacific India has created a new Premium Division, bringing its two most significant K-beauty brands, Laneige and Sulwhasoo, under a single integrated business structure for the first time. The move signals a meaningful escalation in the Korean beauty conglomerate’s strategic commitment to India’s premium beauty market and reflects a recognition that the country now warrants the same level of dedicated, integrated operating infrastructure that Amorepacific deploys in its most mature and strategically important markets globally.
Vidushi Goyal has been appointed as Business Head of the new Premium Division, taking responsibility for integrated strategy across both brands spanning online and offline channels. Goyal brings more than 15 years of consumer brand experience across beauty, personal care, and direct-to-consumer businesses, with previous roles at Mamaearth and Swiss Beauty giving her a well-rounded understanding of India’s beauty market across both mass and premium segments. Her appointment reflects Amorepacific’s intent to put experienced, India-market-savvy leadership at the head of its premium operations rather than relying on a generalised regional approach.
The decision to combine Laneige and Sulwhasoo within a single business unit is strategically coherent even though the two brands occupy distinct positions within the premium K-beauty landscape. Laneige, known primarily for its skincare focus on hydration and its cult Water Sleeping Mask, has built strong consumer awareness in India through ecommerce and the growing K-beauty retail ecosystem. Sulwhasoo, Amorepacific’s luxury heritage brand rooted in Korean hanbang botanical medicine, targets a more premium and considered consumer, with a positioning that aligns closely with India’s growing appetite for luxury skincare with cultural and ingredient depth.
Bringing both brands under unified leadership allows Amorepacific India to coordinate their go-to-market strategies, share market intelligence, align retail and distribution efforts, and develop cohesive brand-building programmes that leverage their complementary positioning rather than allowing them to operate in silos. For a market like India, where K-beauty is growing rapidly but premium distribution infrastructure is still developing, this kind of integrated approach makes operational and commercial sense.
The restructuring also reflects a broader moment of confidence and investment in India’s premium beauty market. International K-beauty brands have been among the most significant beneficiaries of India’s premiumisation trend, with consumers increasingly familiar with Korean skincare formulations, ingredients, and multi-step routines through social media, K-drama culture, and the expanding availability of Korean products through platforms including Nykaa, Tira, and Sephora. Nykaa’s recent appointment of Anushka Sen as K-Beauty category ambassador is one more indicator of how seriously India’s beauty retail ecosystem is treating the category.
For Amorepacific, creating a Premium Division in India is both a structural and symbolic statement: the market is ready for a more serious, more integrated approach, and the group is ready to deliver it.
