THE WHAT? AmorePacific has entered the Mexican market. The K-beauty behemoth made its debut with its Laneige brand via Sephora Mexico’s website and will hit shelves in 36 of Sephora Mexico’s bricks and mortar stores later this month.

THE DETAILS The Korea Economic Daily reports that some 20 products will be available, with a sampling campaign in place to encourage trial.

THE WHY? The K-beauty firm has been steadily expanding internationally in a bid to reduce its reliance on Chinese shoppers. The Mexican launch is part of a wider strategy to build a strong presence in Latin America. A spokesperson for AmorePacific told The Korean Economic Daily, “Laneige is the brand that can deliver the highest level of satisfaction to trend-sensitive and premium skin care-focused consumers in Mexico, especially those in their 20s and 30s.”