AmorePacific-owned Laneige softly unveiled an ecommerce site last week, The move is an important one for the K-Beauty brand as a need for ecommerce was identified more than a year ago by observing the number of U.S. consumers visiting the brand’s global site.

“We already have a lot orders,” said Bradley Horowitz, AmorePacific North America President and CEO, adding that the site’s official launch was April 3.

Laneige is best known for innovating the skin care aisle with products such as its 2002 hit Sleeping Mask—an industry first. In 2008, Laneige introduced cushion technology, which became a global phenomenon. And, the brand continues to innovate with new launches, such as with Lip Sleeping Mask and Time Freeze Sleeping Mask, and its newest product category, Two Tone Lipsticks, the latest Korean beauty phenomenon to hit North America. The dual-color lipsticks are designed to help users achieve a gradient lip with minimal effort – and skill. Eight shades have been customized for the Western market.

Big plans are set for Laneige in the last half of 2017. For one, it’s set to enter 150 Sephora stores in September. It will also be sold on Sephora’s website beginning in June.

The entry into Sephora in the fall is a nod towards the brand’s success in Sephora Canada in 2016.

“They have been on the forefront of the K-Beauty wave,” Bradley said.

Building out AmorePacific’s big global brands in retail partners such as Sephora is more in-line with the company’s growth strategy versus being part of a curated set of K-Beauty brands.

“A lot of [retailers] are curating sets of Korean beauty. You’re seeing Ulta do it and CVS do it. I think both strategies can co-exist but I wouldn’t want to cherry pick my lines to be in one of these assortments. I’d rather focus energies on building out big, global brands.” Laneige is formulated in AmorePacific’s Research & Development facility, which is one of the largest beauty labs in Asia, consisting of 400 researchers dedicated to developing new product formulations, skin research and safety testing.