Fragrance house

AMUSE

AMUSE was established as a subsidiary of SNOW in December 2017, and its cosmetics brand launched in March 2018 with lip tints as its initial products. It developed as a vegan and wellness beauty label shaped by distinctive design, product planning, and a lifestyle-oriented identity. In 2024, Shinsegae International acquired AMUSE, while the brand retained management autonomy to preserve its identity. The KiRAKiRA AMUSE collaboration with Japan’s Don Quijote marked the first licensing business by a K-beauty brand.