Sulwhasoo is reducing physical counters in China’s lower-tier cities as part of a strategic shift toward digital channels. In Changsha, counters have consolidated from several department stores to one location. The Amorepacific brand maintains over 180 stores nationwide, with key counters in major cities focusing on brand experience while online channels handle more sales. The adjustment reflects broader trends as online sales of premium cosmetics in China now exceed offline sales. Sulwhasoo reported strong growth in 2025, with significant profit increases, contrasting with its physical expansion in North America.