Musinsa is accelerating its offline beauty distribution business with the opening of a large beauty store in Seongsu, following its location in Hongdae.
On October 30, Musinsa announced that it will open 'Musinsa Beauty Seongsu' on November 11 in the Yeonmujang-gil area of Seongdong-gu, Seoul.
The store will span two floors with a total area of approximately 1,300 square meters (400 pyeong), offering a wide range of products including skincare, makeup, perfumes, and hair and body care.
Notably, about 15% of the brands, totaling 99, will be making their debut in Musinsa's offline beauty stores through this Seongsu location. In addition to popular existing brands like COSRX, Bioderma, Jill Stuart Beauty, and Amelie, the store will also feature specialized dermo brands such as The Reason, Rejuvexel, and Inpiderm. Emerging brands with unique products, such as Kibo and Aquella, will also be showcased.
The first floor will focus on spaces where customers can experience skincare, makeup, and perfume products firsthand. It will include a 'Next Beauty' zone to introduce new brands and a 'Touch-Up Bar' for trying out makeup products. A dedicated pop-up space of about 50 square meters (15 pyeong) will support the offline entry of indie beauty brands.
The second floor will feature hair and body care, dental care, and men's beauty products. There will also be a 'Musinsa Beauty Ranking Zone' to highlight popular products and a dedicated area to explore dermo brands based on specific skin concerns.
Following the Hongdae store, a beauty sales area combined with a pharmacy will also be introduced. The 'Beauty Onnuri Pharmacy' on the second floor will allow customers to consult with pharmacists to select products tailored to their skin conditions and care goals.
Products will be categorized based on concerns such as acne, pigmentation, hair loss, and dryness. Musinsa plans to showcase around 100 brands, selected based on sales data from the Hongdae store, ranging from over-the-counter medicines to dermocosmetics and skincare products.
The store's design reflects the industrial character of Seongsu. The building, which was previously an auto repair shop, retains its steel structure while incorporating Musinsa Beauty's signature coral color in both the exterior and interior. The design was developed by AIM, a Shanghai-based architecture and interior design studio.
A Musinsa Beauty representative stated, "Musinsa Beauty Seongsu will provide customers with the joy of discovering and experiencing new brands, while offering brands the opportunity to showcase their competitiveness and meet new customers. We will continue to actively discover indie beauty brands with high growth potential and support them in reaching more customers through online and offline integration for sustained growth."
* This article has been translated by AI.
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