South Korean beauty giant Amorepacific is closing premium skincare brand AP in China just over a year after market entry. The brand’s Tmall flagship store ceases operations November 15, following its only physical counter closure in Shanghai’s Jiuguang Department Store in October. An Amorepacific representative stated the move optimizes resource allocation to serve Chinese consumers more efficiently. AP’s Tmall store maintained only five products priced between 1,000-4,280 RMB ($138-$590), with minimal sales and fewer than 500 followers. The closure reflects Amorepacific’s strategic shift toward consolidating resources around core brands including Sulwhasoo, Hera, and Aestura.