SEOUL, April 18 (AJP) - Leferi, a global beauty retail company, is deepening its commitment to creator-led commerce with the success of its latest omnichannel initiative, the "Minsco Select Store," the company said Friday.
The campaign, launched in partnership with Hyundai Department Store, blends online and offline retail in what Leferi describes as its next step in redefining beauty retail.
The initiative builds on the company’s earlier pop-up concepts and integrates live commerce with physical retail space, a strategy that has drawn more than 320,000 cumulative views across its livestream broadcasts.
The most recent live shopping event, "Minsco Beauty Room," aired on March 19 and featured beauty influencer Minsco alongside the vegan cosmetics brand "athe."
The livestream showcased the exclusive online debut of athe’s new Lip Glow Balm in shade No. 6, “Bird.” Simultaneously broadcast at the physical storefront inside The Hyundai Seoul, the event aimed to bridge digital and in-person shopping through an immersive, synchronized experience.
Operating from March 14 to 26, the Minsco Select Store featured 54 products from 29 beauty brands, each personally curated by Minsco.
The space was designed to foster direct engagement between creator and customer — an experience Minsco facilitated by offering personalized product recommendations and in-store consultations. The approach reflects a growing shift in the beauty industry toward interactive, creator-driven retail.
Leferi, which has cultivated more than 1,500 content creators and maintains a network of roughly 800 influencers worldwide, said it plans to scale the select store model globally by year’s end.
The company has positioned itself at the forefront of “shoppertainment,” a hybrid of shopping and entertainment that merges content creation, manufacturing, marketing, and distribution into a vertically integrated retail model centered on creator intellectual property.
reporter
Candice Kim
candicekim1121@ajupress.com
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