The store, spanning 300 square meters within the XYZ Seoul complex, marks a strategic expansion for the company. For the first time, Leferi is featuring a trio of top-tier beauty influencers — LeoJ (1.41 million subscribers), Soyoon (753,000), and Arang (483,000) — as co-curators.
Described by the company as its most ambitious retail endeavor, the pop-up store will run through June 1.
It draws on the popularity of past creator-led pop-ups, including installations with LeoJ in Seongsu and Minsco at The Hyundai Seoul in Yeouido. But this latest effort takes a more collective approach, branding the trio as a “Beauty Avengers” team.
The space showcases 63 products from 29 beauty labels across skincare, makeup, hair care, and wellness.
Items are grouped under three thematic categories: “Legacy” (established favorites), “Newness” (recent launches), and “Rediscovery” (revived selections). Featured brands include household names such as Laneige, AHC, Dewytree, and Goodal, as well as emerging players like Narca and Notts.
Beyond retail, the initiative incorporates a series of interactive experiences, including meet-and-greets with creators and guided tours designed to enhance brand storytelling. The event has drawn a mix of industry professionals, including domestic and international distributors, investors, and global buyers, underscoring its broader commercial ambition.
Founded in 2013, Leferi oversees a network of roughly 800 creators and has trained or produced more than 1,500 to date.
As part of its international expansion, the company plans to open a 500-square-meter store in Tokyo’s Omotesando district this October, directly across from the influential Japanese beauty retailer @cosme Tokyo. The new location is expected to serve as a launchpad for Korean beauty brands entering the Japanese market.
reporter
Candice Kim
candicekim1121@ajupress.com
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