Entropy Makeup was the latest to join the wave, opening its first standalone pop-up store at LECT in Seongsu last weekend. The two-week event spotlights the brand's new Slide Up Dough Cheek blush, a retro slide-phone–inspired design co-developed with creator Kim Sumi, also known as the spouse of Dynamic Duo rapper Gaeko.
The launch drew influencers, models, and hip-hop fans alike. “The space is well-decorated, and seeing the products displayed at the event felt different from just looking at package designs,” said Eva, a beauty YouTuber with 740,000 subscribers. “Entropy's charm is very trendy and distinctive. The brand's unique concept stands out.”
“We are strongly pushing our global strategy, which is designed for those who have already experienced our brand. As we mark four years since our first pop-up, we wanted to give something back to the customers who have supported us," said Sohee Park, CEO of Entropy. "We will pursue the same path globally. Many overseas buyers have discovered Entropy on their own, and we plan to hold events worldwide for them,” Park added. When asked if consumers should expect more global moves, Baek replied confidently: “Of course.”
Agency model Kim Gyu-han, in his twenties, agreed the format elevated the experience. “I’m often invited to these types of events, but today’s performance element made it much more interesting,” he said.
True to Seongsu’s hip-hop credentials, rapper Locco also made an appearance, to the delight of fans. “I couldn’t help but scream,” said Rosina K, 21, from Ukraine. “I’ve never seen this kind of concert happen inside a beauty store—it was refreshing.”
The event even drew passersby. Karina, 22, from Singapore, and Shin Yi, 24, from Malaysia, said they noticed the store while shopping. “I’ve seen TikToks of their swatches, so it was fun to see them up close,” Karina said.
Marking Entropy’s fourth anniversary, the pop-up runs through Oct. 14. ALX Design, an interior arm of Lépéri, led the design, construction, and on-site operations, styling the venue around a “DIY beauty mood” concept with hands-on programs for visitors.
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