Fashion
Bloomingdale’s will launch on June 10th the first ever brick-and-mortar outpost of the Korean beauty retailer at its Soho location. The new mini store will sell a selection of K-beauty products curated by Soko Glam.
Soko Glam launched in 2012 as an online community and retailer for Korean beauty products. Fans of the brand will now be able to shop the site’s favorite K-beauty products in person at Bloomingdale’s new Soko Glam mini store. The store will officially open on Saturday, with the launch party including a meet and greet with Soko Glam co-founder Charlotte Cho.
The physical store will still keep some ties to its digital presence at the Bloomingdale’s store. The shop will include monitors showing beauty tutorials from Soko Glam’s blog, The Klog. Visitors to the store’s launch day will be able to upload and tag photos on Instagram in order to win prizes and rewards.
In-store advisers will also assist customers in navigating Korean beauty products. The shop will carry a mix of well-known Korean brands such as Etude House, Manefit and Neogen, and new editions to the Soko catalogue like Hanskin.
American interest in Korean beauty products has increased significantly in recent years, with mainstream retailers like CVS carrying Korean cosmetics. In March, Barneys launched a mask bar with Alicia Yoon, founder of the K-beauty shop Peach & Lily. Yoon has also worked with Target to create a curated section of K-beauty.
Soko Glam expanded its reach by launching a subscription box service earlier this year, however the Bloomingdale’s mini shop represents a huge step forward for the company in establishing a physical presence.
