SEOUL, March 19 (AJP) - A new pop-up store by global beauty retail company Leferi is drawing throngs of visitors at The Hyundai Seoul department store, offering rare in-person consultations with Minsco, a prominent Korean beauty creator.
Since its launch on March 14, "Minsco Select Store" has captivated fans eager to receive personalized makeup advice from the influencer, who has amassed more than 810,000 subscribers across social media.
The store marks Leferi’s second foray into curated beauty retail, following the success of its "LeoJ Select Store" in Seoul’s Seongsu district last October, which attracted 46,400 visitors over three weeks and saw foreign customers accounting for up to 30 percent of daily sales.
Minsco, often referred to as a "makeup master" by her followers, has personally curated a selection of products from 29 K-beauty brands, including Peripera, Clio, and Dear Dahlia.
Unlike traditional cosmetics retailers that stock thousands of items, Leferi’s model narrows the focus to 54 carefully chosen products, employing an omnichannel strategy that integrates digital and physical shopping experiences. Special events such as "Private Retouching" sessions and "Personal Shopper with Minsco" appointments offer visitors a more tailored experience.
“This is an innovative approach to beauty retail,” a Leferi spokesperson said, emphasizing the shift from mass-market distribution to a more selective and experiential model.
Running through March 26, the two-week event gives visitors the opportunity to engage directly with Minsco, who holds national makeup certification and NCNS personal color consultant qualifications.
Leferi, which has nurtured over 1,500 beauty creators and maintains a network of more than 800 domestic and international influencers, sees expansion on the horizon.
In an interview with AJP, Leferi’s founder and Chairman, Inseok Choi, revealed plans to open a Tokyo store in October, four times larger than its Seoul predecessor. The expansion aims to attract local distributors and merchandisers, positioning Leferi’s “shoppertainment” concept on a global stage.
reporter
Candice Kim
candicekim1121@ajupress.com
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