▲ Brand representatives inspect K-beauty products displayed at "Musinsa Beauty" Hongdae during a media day held in Mapo District, Seoul, on Sept. 10, 2026. (Yonhap)

 

SEOUL, Sept. 11 (Yonhap) -- Musinsa Beauty opened its first standalone offline store, "Musinsa Beauty Hongdae," the company said Friday.

 

The store spans 1,262 square meters from the basement to the third floor and features more than 12,000 products from 870 brands.

 

Taking into account Hongdae's popularity among foreign tourists and its large floating population of people in their 20s and 30s, Musinsa Beauty tailored the store's concept and product lineup to the area's characteristics.

 

▲ Brand representatives inspect K-beauty products displayed at "Musinsa Beauty" Hongdae during a media day held in Mapo District, Seoul, on Sept. 10, 2026. (Yonhap)

 

The basement houses Beauty Onnuri Pharmacy, which offers personalized product curation centered on high-performance cosmetics and inner-beauty products as part of the company's "Pharmacy Beauty" strategy.

 

The first and second floors feature 600 brands, 70 percent of which are indie brands, highlighting promising K-beauty products. The third floor includes an unmanned robot cafe, "Azny Island," and an outdoor terrace to enhance visitors' convenience.

 

Musinsa Beauty plans to use the Hongdae store as a base for discovering promising emerging K-beauty brands and expanding its offline customer reach.

 

Through Sunday, the company will give a "Beauty Goody Bag" worth 180,000 won to the first 100 customers each day who spend at least 45,000 won. It will also offer members a 20 percent discount coupon and exclusive benefits for foreign tourists.

 

"We aim to establish ourselves as a platform where K-beauty brands can create new growth opportunities," a Musinsa Beauty official said.

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