Musinsa Beauty's First Store in Seoul Exceeds KRW 250 Million Sales
The Musinsa Beauty Hongdae store, spanning 1,322 square meters, generated over 250 million won ($183,000) in its initial three days, with foreign visitors accounting for nearly 60 percent of Sunday's customers.
Musinsa Beauty Records Strong Opening Sales
Musinsa Beauty's inaugural standalone retail location in Hongdae, Seoul, achieved sales exceeding 250 million won ($183,000) within its first three days of operation. The fashion platform operator reported these figures following the store's opening last Friday. The new outlet, named Musinsa Beauty Hongdae, covers 1,322 square meters across three levels.
Its two upper floors feature a range of makeup, fragrances, skincare, hair, body products, and men’s grooming items. The basement level hosts Beauty Onnuri Pharmacy, which provides pharmacist consultations alongside a selection of beauty products.
Foreign Visitors Boost Weekend Purchases
Foreign shoppers significantly contributed to the store's early success, making up about half of the customer base on Friday and Saturday, a share that rose to nearly 60 percent by Sunday. This trend meant foreign visitors surpassed Korean shoppers in numbers on Sunday. Their purchase conversion rate was approximately double the average seen at Musinsa's other offline stores.
During the opening weekend, women represented 76 percent of customers, with those in their 20s and 30s comprising over 80 percent of female buyers. Brands with limited availability in larger beauty chains performed well.
Customer Preferences and Strategic Location
Korean customers showed a preference for color cosmetics from brands such as Risky, Snidel Beauty, and Mude. Meanwhile, foreign customers gravitated towards derma-cosmetics and skincare products from Oganacell, Dr. Melaxin, and Dr. Althea. Phonfisch, a platform specializing in color contact lenses, was a top seller for both local and international buyers.
Musinsa chose Hongdae for its first beauty store due to the district's popularity among international tourists and beauty-focused women aged 20 to 39. A Musinsa official stated the store aims to be a hub for global customers to find emerging K-beauty brands.
Implications for K-Beauty Retailers
The strong performance of Musinsa Beauty’s Hongdae store, particularly among foreign visitors, suggests a significant opportunity for other K-beauty brands and retailers targeting international tourism. The higher conversion rate among foreign buyers indicates a strong demand for specific Korean beauty products when presented in an accessible retail environment.
Brands should note the distinct preferences of Korean versus international customers for product categories like color cosmetics versus derma-skincare. Musinsa plans to use customer feedback and sales data from this location to identify new brands and refine its product offerings, potentially influencing future K-beauty retail strategies.
Three newsletters, one newsroom.
The Beauty Brief delivers Asia's beauty week every Monday. Regulatory Radar tracks the rule changes that move markets. Trend Pulse decodes what consumers want next. All free to start.
