Mamonde will shut its online sales channels in China on June 30, ending the brand’s presence in the market after 21 years. Its mainland social media accounts were also shut on March 31, with parent company Amorepacific citing adjustments to operational strategy.
Channel Exit in China
Mamonde entered China in 2005, and at its peak operated more than 4,000 retail points, according to market coverage. The current shutdown applies to the brand’s online sales channels and follows the closure of its mainland-facing social media presence.
The move matters because it is not an isolated channel adjustment but a full market exit after two decades in China. In that sense, it adds to the broader contraction of legacy K-beauty brands whose earlier China growth models were built around stronger brand carryover and less intense domestic competition. This final sentence is an inference based on the reported exit and market framing.
Pressure on Legacy K-Beauty
Market coverage said Mamonde’s China performance had weakened sharply, with 2025 e-commerce GMV falling 35% to $11 million. The same coverage pointed to long-running pressure from domestic Chinese brands and the aftereffects of the 2016 THAAD dispute, which hurt the position of several Korean beauty names in China.
Older K-beauty brands without a renewed local value proposition appear to be finding it harder to defend relevance in a market now shaped by stronger domestic competitors and more selective consumer demand. This final point is an inference based on the reported exit and cited market pressures.
