Lotte Department Store Opens K-Beauty Pop-Up in LA to Support Emerging Korean Brands' Overseas Expansion

Participating in the LA Korean Cultural Center’s “Global K-Zone”
Showcasing seven domestic brands
K-beauty sales to foreign customers up 110%

Lotte Department Store will open a K-beauty pop-up store in Los Angeles (LA), supporting domestic beauty brands as they expand overseas.

Lotte Department Store said on October 8 that it will operate the “K-Culture Beauty & Fashion Pop-Up” from October 13 to 17 at “LA:ON,” the Los Angeles Korean Cultural Center’s “Global K-Zone.” It will participate as the only retailer, marking the opening of the Global K-Zone in LA, an initiative led by the Ministry of Culture, Sports and Tourism.

The pop-up will showcase seven domestic brands in skincare and fragrance. Participants include skincare brands Aromatica and Centellian24; fragrance brands Vivien and Hetras; and The Cast, Lotte Department Store’s K-beauty select shop.

According to Lotte Department Store, sales of K-beauty products to foreign customers rose 110% in the past three months compared with the same period last year. Sales to North American customers increased 120%, indicating particularly strong demand for K-beauty in the Americas.

Along with selling each brand’s signature products, the pop-up will offer experiential programs, including AI skin analysis and skincare routine recommendations, as well as personalized fragrance consultations. The aim is to give local consumers the opportunity to experience domestic brands and products firsthand, going beyond simply selling products.

Through this event, Lotte Department Store plans to support emerging brands facing challenges expanding overseas as they enter local markets, and to continue developing distribution partnerships tailored to each brand. Participating brand Hetras plans to open an exclusive pop-up in December at Lotte Outlet Seoul Station, while smaller brands will also receive support in expanding their online and offline sales channels through The Cast.

“Through this participation, we will connect brands discovered by Lotte Department Store with overseas customers and support our partners’ growth,” said Suyeon Jung, head of Lotte Department Store’s Beauty & Accessories Division. “We will continue to discover emerging brands and pursue mutually beneficial partnerships.”

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