``, Introduces Eye Makeup and Beauty Tools, Expanding Its Near-home Beauty Lineup
Esther Bunny Collaboration and Mixsoon Basic Skincare Line Introduced, with Initial Launch at About 20 New Wave Stores
Convenience stores are evolving beyond simple places to buy daily necessities, becoming hot spots where consumers can discover trendy beauty items faster than ever. As more consumers seek easy beauty shopping close to home, the convenience store industry is strategically expanding related categories.
This shift is also being driven by rapidly growing demand not only from value-conscious domestic consumers, but also from foreign tourists visiting convenience stores. In fact, since entering the beauty market in the second half of 2024, sales have continued to trend upward. From January this year through June 21, sales of beauty products increased 30% year over year, while sales from foreign customers surged by 71%.
The newly introduced lineup captures both design appeal and functionality. It increases familiarity through collaboration with a global character and also secures expertise by introducing ingredient-focused skincare.
The eye makeup series featuring Esther Bunny designs consists of 7 items in total. It includes 3 liquid eyeliners, 3 eyebrow products, and a practical brush set, allowing anyone to complete a makeup look with ease.
Dedicated displays and testers have also been prepared so that consumers can choose products more conveniently. The product lineup, combining design elements with practicality, is expected to offer a fresh sense of enjoyment to customers visiting the stores.
In addition, consumers can also find 3 basic skincare items from Mixsoon, a brand popular among foreign tourists. This lineup, consisting of bean essence, centella essence, and bean cream, supports systematic care ranging from sebum and dead skin cell management to skin soothing, moisturizing, and barrier care.
These basic skincare products, highlighting naturally derived ingredients, are expected to become highly appealing options for foreign customers with strong interest in K-beauty.
The products will first be launched at about 20 New Wave stores, then expanded within the year to around 100 stores, focusing on locations with strong beauty sales.
Convenience stores have now established themselves as key platforms where consumers can shop for trendy beauty items in the fastest and most convenient way. Beauty experiences enjoyed in everyday life are expected to become even more diverse going forward.
It is encouraging to see high-quality cosmetics becoming available for everyday purchase even at convenience stores. `` will continue to provide systematic guides so consumers can enjoy a trendy beauty lifestyle more easily and conveniently.
