If you know skincare, you know Rationale. The Melbourne-born beauty brand has garnered an evangelical following for its results-driven, science-backed approach to skin health since it launched in the early nineties. Now the rest of the world is catching on to what beauty editors and the brand’s loyal clientele have known for years, with news this morning that South Korean beauty empire, Amorepacific, has acquired a minority share in the business. “There is an intuitive alignment between Rationale and Amorepacific, particularly in regard to their understanding of the luxury client, and simultaneous commitment to research, development and world-leading innovation. We are elated to take our signature luminosity to the world with Amorepacific,” says Rationale founder and executive director, Richard Parker. It was only a matter of time before Rationale caught the eye of the global market. The brand’s singular approach to healthy skin has heralded its signature Essential 6 regimen as well as last year’s launch of a pioneering in-clinic DNA skin testing, which goes beyond the surface to offer clients a hyper-personalised skin diagnosis. Moreover, Parker and his team have championed research and development in the area of sun protection, ensuring the brand’s sunscreen offering is among the best globally. The partnership will see the Australian success story go global with plans to roll out the business–which until now has only been available within Australia–to South Korea, the UK, the US, Hong Kong and Singapore by 2025. Locally, the plan will be to secure a local production base for Rationale, as well as expand the business’s retail hold, which currently includes 15 stores as well as dermatologist-office distribution. In a joint statement Amorepacific President, Saehong Ahn said the venture will see the two brands share one innovative vision: “Rationale and Amorepacific will take personalised skincare solutions to a new level. Amorepacific will continue to look into M&A and partnerships with promising companies and secure opportunities for future growth.” Aside from its new alignment with Rationale, Amorepacific has launched flagships for Laneige and Innisfree to Australia, as well as new-to-market Sulwhasoo in Sephora.
Original article published by @VogueAustralia >