Seven-Eleven Strengthens "Convenience Beauty" with Expanded Eye Makeup and Skincare Lineup

Expansion to Eye Makeup and Beauty Tools... Initial Release at New Wave Stores
Beauty Sales Continue to Grow... Foreign Customer Sales Up 71%

Seven-Eleven is expanding its cosmetics lineup in response to the growing beauty market at convenience stores. The company plans to introduce new eye makeup products and beauty tools, as well as strengthen its skincare offerings, aiming to capture the demand for "Slsekwon Beauty" (beauty within walking distance of home).

Starting June 24, Seven-Eleven will introduce eye makeup products and brush sets in collaboration with the global character "Esther Bunny," along with products from the skincare brand "Mixsoon." Initially, these items will be available at approximately 20 differentiated "New Wave" stores, with plans to expand sales to over 100 high-performing beauty locations by the end of this year.

The convenience store beauty market continues to grow. According to Seven-Eleven, since its official entry into the beauty market in the second half of last year, sales of beauty products from January 1 to June 21 of this year increased by 30% compared to the same period last year. In particular, sales to foreign customers jumped by 71%, showing remarkable growth.

The newly launched "Esther Bunny" series includes eyeliners, eyebrow products, and brush sets. Dedicated displays and product testers are being installed in stores to enhance the customer experience.

Skincare products targeting foreign tourist demand will also be expanded. Seven-Eleven will exclusively offer three flagship products from the ingredient-focused skincare brand "Mixsoon": Soybean Essence, Centella Asiatica Essence, and Soybean Cream. Mixsoon is a brand with established recognition in the global market and its products attract considerable interest among overseas consumers as well.

Joohee Kwon, MD of Seven-Eleven's Household Goods Team, stated, "Convenience stores are evolving beyond simple necessities retailers to become beauty platforms. We plan to actively target domestic consumers as well as foreign tourists, leveraging the strength of the Esther Bunny collaboration products and Mixsoon's product quality."

This content was produced with the assistance of AI translation services.