SEOUL, June 20 (AJP) - Vegan beauty brand Amuse unveiled its second flagship store on Friday in Seoul’s fashion-forward Seongsu-dong district, aiming to broaden its appeal among younger consumers and international fans with a digitally enhanced, immersive retail experience.
The new storefront, dubbed the “Pink House,” occupies a brightly colored space on Yeonmujang-gil and marks an expansion of the brand’s offline footprint.
It follows the launch of Amuse’s first flagship location in the upscale Hannam-dong neighborhood.
Outfitted in vivid hues of pink, yellow, and mint, the Seongsu store is designed to embody Amuse’s core values of vegan beauty and wellness. The interior features interactive spaces for personalized consultations, exclusive in-store products, and the full lineup of the brand’s cosmetics.
In a nod to the company’s digital savvy, the store also incorporates content featuring “Amuse Girl,” an AI-generated avatar that personifies the brand’s eco-conscious messaging.
K-pop star and Amuse brand ambassador Jang Wonyoung attended the opening ceremony, drawing a sizable crowd of fans who lined the streets outside. The 20-year-old singer, formerly of the girl group IZ*ONE, has become the face of Amuse’s marketing campaign, which emphasizes clean beauty and self-expression.
Amuse’s strategy leans heavily into the power of celebrity partnerships and social media virality to capture the attention of Gen Z consumers, both at home and abroad.
The company said the Seongsu location is part of a broader effort to create more direct customer touchpoints outside of online platforms.
The store opens to the public on Saturday following Friday’s launch event.
reporter
Candice Kim
candicekim1121@ajupress.com
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