SU:M37, a natural cosmetics brand operated by Korea’s LG Household & Health Care, on Sunday said it has opened its first store in China in Hangzhou Linping Intime Department Store.

Launched in 2007, SU:M37 is a skin care cosmetics brand that utilizes naturally fermented ingredients in its products. It is considered one of LG H&H’s most successful brands, with net sales growing by about 73 percent on-year to 190 billion won ($170 million) in 2015.

SU:M37’s Chinese entry was propelled by its growing popularity among Chinese shoppers at Korean duty-free stores, according to LG H&H. Around 20 percent of the brand’s sales are generated via duty-free channels.

SU:M37’s duty-free sales grew by 231 percent on-year to 14 billion won in 2014 and by 187 percent on-year to 40 billion won in 2015, according to LG H&H.

Eyeing further expansion, SU:M37 will launch its second Chinese store at the Jiugang Department Store in Shanghai on May 7, with plans to open three more stores in China within this year, including in cities like Beijing and Nanjing.

SU:M37 is looking to put forward two of its bestselling items — the Secret Programming Essence and the Water-Full line — in appealing to Chinese cosmetics consumers.

By Sohn Ji-young (jys@heraldcorp.com)