South Korea’s VDL Cosmetics a new store in Toronto

Korean cosmetics firm VDL is expanding in the Canadian market with the launch of the brand’s first flagship store in Toronto’s Queen West neighborhood.

VDL, which stands for Vivid Dreams come to Life, was founded by LG Household & Health Care Corp in 2012. The brand has successfully expanded to China, Singapore, Hong Kong and Saudi Arabia, and is breaking into North America for the first time.

To celebrate the Toronto launch, the brand will be hosting an interactive pop-up shop at the CF Toronto Eaton Center from April 8–14, offering special prizes and hosting a range of engaging activities.

VDL’s most recent collection, the 2019 limited edition Living Coral range, is set to officially launch on April 1st and will be available in store for preview in March. Select items from the collection are already available online.

The brand is pursuing its strategy of working with world-class makeup artists in expanding in the region. In Canada, celebrity makeup artist Martin Younan is working with the brand to ensure VDL products reach consumers.

“I’ve been visiting Korea for years now and having VDL here in North America is beyond exciting,” said Younan.