Today (March 31), Amorepacific’s skincare brand Mamonde announced that, due to adjustments in its operational strategy, its official social media accounts in mainland China will cease operations effective immediately.
At the same time, Mamonde’s official online channels in China (including its official website and flagship stores on e-commerce platforms) will be fully closed by June 30, 2026, although the exact timing for disabling ordering functions may vary across platforms. After that date, consumers will only be able to purchase Mamonde products through regular overseas channels.
According to public information, Mamonde was founded in South Korea in 1991, drawing inspiration from flowers and plants, and focusing on natural, gentle skincare. The brand entered the Chinese market in 2005, initially expanding through department store channels while also developing standalone retail outlets. Over time, Mamonde adjusted its channel strategy in China, shifting toward an integrated online-offline retail model and establishing a presence on major e-commerce platforms such as Tmall, Xiaohongshu, JD.com, and Douyin.
A look at Mamonde’s Tmall flagship store shows that it currently lists more than 20 product SKUs, including hairline powder, toners and lotions, cleansing oils, and creams, with prices ranging from RMB 60 to RMB 300. One of its hairline powder products has recorded over 100,000 sales across the internet. As of the time of writing, the store has 2.78 million followers.
In recent years, K-beauty brands have faced setbacks in the Chinese market. Several brands under Amorepacific, including Sienu, Innisfree, and AP, have successively scaled back their channel presence in China. Financial data shows that in 2025, Amorepacific’s Greater China revenue increased slightly by 0.5% year-on-year to KRW 512.4 billion, indicating that its measures such as channel optimization and business restructuring are beginning to take effect.
