“Promoting K-beauty in the home of cosmetics”... Lotte Homeshopping is running an ‘Iseol’ pop-up in Paris, France

[Financial News] Lotte Homeshopping has opened a pop-up store in Paris, France, the home of cosmetics, to support the expansion of K-beauty and lifestyle brands into the European market.
According to industry sources on the 11th, Lotte Homeshopping is operating an ‘Iseol’ export-platform pop-up store in Paris’s Marais district through the 30th of next month to support South Korean small and midsize companies’ expansion into the European market.
The event is part of a program to support the overseas expansion of retail companies, promoted by the Ministry of Trade, Industry and Energy and the Korea Trade-Investment Promotion Agency (KOTRA). Lotte Homeshopping is bringing Iseol to Europe to introduce K-beauty and lifestyle brands to local consumers and help domestic small and midsize companies develop overseas sales channels.
The pop-up store, designed around the concept of a beauty complex store, features around 40 brands from 33 South Korean small and midsize companies. It is located in the Marais district, where stores of global fashion and beauty brands are concentrated. Visitors can compare and try products across categories including skincare, makeup, hair and body care.
The Daily Beauty Routine Zone features a K-wellness space where visitors can experience Korean-style inner beauty. A skin-analysis device identifies their skin type among 16 types and recommends personalized products.
Reflecting Paris’s strong interest in K-pop and Korean culture, the store also has a K-culture zone. It offers experiences such as Korean-style self-portrait photography and mixed coffee. Official merchandise by artists represented by HYBE will be sold this month, and a showcase of merchandise by SHINee member Taemin and an in-person fan meeting are planned for November.
“We will showcase a variety of products and content that allow local customers to experience the brands firsthand,” said Lee Sang-yong, head of Lotte Homeshopping’s Growth Business Division. “Through Iseol, we will continue to expand global sales channels for South Korean small and midsize companies.”


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