Musinsa Beauty’s first stand-alone store generated more than 250 million won ($183,000) in sales during its first three days, the fashion platform operator said.
Musinsa Beauty Hongdae, which opened Friday in Seoul, spans 1,322 square meters across three levels. Its two above-ground floors carry makeup, fragrances, skincare, hair and body products, and men’s grooming items.
The basement houses Beauty Onnuri Pharmacy, which offers pharmacist consultations alongside high-performance beauty products.
Musinsa selected Hongdae for its offline beauty debut because of the district’s popularity among foreign tourists and beauty-conscious women in their 20s and 30s.
Women accounted for 76 percent of customers during the opening weekend, with those in their 20s and 30s making up more than 80 percent of female buyers.
Foreigners represented about half of customers on Friday and Saturday. Their share climbed to nearly 60 percent Sunday, overtaking that of Korean shoppers. Foreign visitors’ purchase conversion rate was about twice the average at Musinsa’s other offline stores.
Brands with limited exposure at major beauty chains performed particularly well. Color contact lens curation platform Phonfisch ranked among the top sellers for both Korean and overseas customers.
Korean shoppers gravitated toward color cosmetics from brands such as Risky, Snidel Beauty and Mude. Foreign customers favored derma-cosmetics and high-performance skincare from Oganacell, Dr. Melaxin and Dr. Althea.
“The store will serve as a destination where global customers can discover emerging K-beauty brands and local shoppers can experience products that are otherwise difficult to find,” a Musinsa official said.
“We will use customer feedback and purchasing data from the Hongdae store to discover new brands, refine our product selection and strengthen Musinsa Beauty’s offline competitiveness.”
jyoungseon8@heraldcorp.com
