The vegan and wellness K-beauty brand AMUSE made its formal debut at Paris Fashion Week, one of the leading global fashion platforms. This event has been hailed as a significant opportunity for the brand to demonstrate its competitiveness and product quality amidst globally recognized beauty brands that have long dominated the stage.
On October 4, during Paris Fashion Week, AMUSE partnered with the rising Italian designer Niccolò Pasqualetti to oversee the makeup products used backstage during his fashion show. Models on stage were entirely adorned with AMUSE products, highlighting the brand's capabilities in a high-fashion environment.
Niccolò Pasqualetti is a skilled designer who completed his master's program at Central Saint Martins and gained experience at LOEWE. After launching his brand in 2021, he received accolades such as the Franca Sozzani Award and recognition from the Camera Moda Fashion Trust. Notably, he is also a finalist for the prestigious LVMH Prize in 2024, establishing himself as a promising talent in the fashion industry.
This collaboration serves as proof that AMUSE's trendy sensibility and unique product quality can thrive even on a high-fashion stage with stringent standards. The participation of a smaller K-beauty brand in the traditionally dominated backstage makeup scene adds further significance to this achievement.
AMUSE aims to maximize brand exposure through backstage videos and photographs, enhancing its influence within the industry. This strategy is expected to accelerate its ongoing expansion in the global market.
Currently, AMUSE has entered 30 countries, including France, the UK, the USA, Canada, Thailand, and Russia. In September, the brand accelerated its overseas expansion by securing placements in Target's offline stores and Nordstrom department stores in the USA.
According to a representative from AMUSE Korea, "The debut at Paris Fashion Week officially recognizes that AMUSE possesses not only public awareness but also professional product quality capable of captivating industry experts globally. This is significant as it marks the expansion of the brand's influence. We plan to leverage this milestone to propel our initiatives in European and North American markets for further business growth."
