MUSINSA BEAUTY to open its second standalone store in Seongsu

[Financial News] MUSINSA will open a beauty specialty store, MUSINSA BEAUTY Seongsu, in Seoul’s Seongsu-dong next month. It will be the company’s second standalone beauty store, following MUSINSA BEAUTY Hongdae, which opened last month.
According to industry sources on the 30th, MUSINSA BEAUTY Seongsu, which will span the first and second floors and have a dedicated floor area of about 400 pyeong (about 1,300 square meters), will feature around 700 brands and around 10,000 products.
Ninety-nine brands, about 15% of all brands at the store, will join a MUSINSA BEAUTY offline store for the first time through the Seongsu location.
The first floor will focus on skincare, makeup and fragrance brands, and feature a “Next Beauty Zone” showcasing emerging brands and a “Touch-Up Bar” where customers can try makeup products.
Reflecting the character of Seongsu’s retail district, known for its experiential offerings, the store will also have a “brand-exclusive pop-up zone.”
The second floor will be devoted to hair, body, dental and men’s care. It will also feature a “MUSINSA BEAUTY Ranking Zone” showcasing popular products and a “MUSINSA BEAUTY Focus Dermo Zone” where customers can find products for different skin concerns.
Beauty Onnuri Pharmacy, a pharmacy specializing in beauty, will also open on the second floor. Drawing on product-level sales data gathered at the Hongdae store, MUSINSA selected around 100 brands with strong customer demand. The pharmacy will offer a wide range of products, from over-the-counter medicines to derma (skin-science) cosmetics and skincare products. With professional consultations from pharmacists, customers can choose products suited to their skin condition and skincare goals.
The building’s exterior will use coral, MUSINSA BEAUTY’s signature color, while the interior preserves the steel-frame structure of the former auto repair shop. AIM, a Shanghai-based architecture and interior design studio that has designed stores for global fashion brands, took part in designing the space.
A MUSINSA BEAUTY representative said, “We will actively seek out indie beauty brands with strong growth potential and connect online and offline channels to help them reach more customers and continue to grow.”
[email protected] Kang Myeong-yeon Reporter