[Yonhap Photo]
Sephora offers hundreds of beauty products including cosmetics, skincare, body, fragrance, nail color, beauty tools, and haircare. Sephora's first store in South Korea will open on Thursday in Parnas Mall in southern Seoul, featuring 99 brand products.
"I want to go from introducing various beauty brands and products to becoming a platform to discover, nurture and export Korean brands," Sephora Korea head Kim Dong-joo told a press event on Wednesday, vowing to open the second store in December and the 14th store in 2022.
As South Korea leads the global beauty trend, Sephora has prepared carefully over two to three years to open its first store in Seoul, Kim said. "Korean consumers share their experiences on social media after buying item by item rather than shopping at a brand. In that sense, Sephora is an ideal shopping space for Korean customers as it presents various brands of beauty products in one place."
Because South Korea is a very good market for skincare, Kim said Sephora would focus on makeup, especially in the eye makeup and the perfume sector. The first store will offer various services such as a hairstyling booth manned by foreign beauty advisers.
Associated with Hallyu (Korean culture wave), K-Beauty has gained popularity, especially in Asia, focusing on health, hydration and a preferred lack of pigment. Korean beauty standards prize a youthful look and the appearance of moisture on the skin, which results in a preference for cremes over powders.
reporter
Lim Chang-won
cwlim34@ajunews.com
