Running through July 13 at Starfield COEX Mall, Hanam, and Suwon, the Select Store – THE KYEA SELECTION features 21 standout products from 13 brands, including Jung Saem Mool, AHC, and TOKO.
What sets this edition apart is its methodology: rather than relying solely on star creators, Leferi utilized its proprietary Beauty Brand Power Index to mine data from more than 15,000 unsponsored YouTube review videos by 929 Korean beauty creators, amassing insights from 553 million views between November 2024 and April 2025.
The result, according to Leferi, is a new kind of curation — one based not on paid partnerships or influencer popularity, but on algorithmically assessed product performance across skincare, color cosmetics, and inner beauty supplements.
“This is not just another influencer event,” said a Leferi spokesperson. “It’s a retail experience backed by big data and actual viewer engagement.”
Leferi has previously hosted similar events featuring star YouTubers like Leo J and Minsko at luxury retail destinations such as The Hyundai Seoul. But this iteration marks a shift toward platform-based authority, blending beauty tech with consumer trust.
Still, creators remain central to the experience. Beauty YouTuber Bitnal Young, serving as the event’s "muse," underscored the influence and responsibility that come with her role during a fan meet-and-greet held on Friday.
“I have to be very careful because I can’t just recommend any product,” she said in an interview. “When subscribers say that the products I recommended worked well for them, it feels like I’m really having an influence.”
Her audience, she added, is primarily women aged 25 to 35 — a key demographic in Korea’s competitive beauty market.
The pop-up has also drawn international attention, highlighting the global reach of Korean beauty content.
Danya, a 20-year-old visitor from Chicago, browsed the selection after learning about K-beauty through Korean influencers. “I bought a few AHC eye creams — they felt very hydrating and nice,” she said. “Korean brands are huge in the U.S. now.”
Positioned as a hybrid between a high-concept retail store and an industry showcase, the Select Store aims to do for beauty what Apple Stores did for tech — or what CES does for product innovation. The event includes creator-led festivals and talk shows designed to foster deeper community engagement.
Founded in 2013, Leferi manages a roster of about 800 creators globally and launched the Korea YouTuber’s Excellence Awards to recognize standout content in the beauty space.
The company’s touring platform model aims to serve as a new kind of distribution channel — connecting influencers, brands, and consumers in real time and across geographies.
reporter
Candice Kim
candicekim1121@ajupress.com
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