K-derma cosmetics brand Banobagi has entered Musinsa Mega Store Seongsu, expanding its offline distribution channels.
Banobagi said it is showcasing key skincare products and its mask pack lineup at the Musinsa Beauty store on the second floor of Musinsa Mega Store Seongsu, which opened April 24 in Seongsu-dong, Seongdong-gu, Seoul.
The move extends a brand experience built largely online into an in-person setting. Seongsu is a major retail area packed with fashion and beauty pop-ups and flagship stores, drawing both local shoppers and foreign tourists. Banobagi said it plans to strengthen consumer touchpoints through product trials.
Musinsa Mega Store Seongsu is a large complex combining fashion, beauty and food and beverage. The Musinsa Beauty shop on the second floor is Musinsa’s first permanent offline beauty store, designed to let shoppers compare and try products from multiple brands in one place.
Banobagi said it will highlight products organized around specific skin concerns, including its PDRN line for skin elasticity and anti-aging care, the Milk Thistle Repair line focused on soothing sensitive skin, and the Alpha Radiance line with enhanced brightening features.
The brand is also offering its signature mask packs, including the “Vita Genic Jelly Mask” series, which it said has surpassed 100 million units in cumulative global sales. Banobagi said the in-store lineup is intended to help customers compare products and choose based on their skin condition and concerns.
During the opening period, Banobagi said it will run discounts and on-site promotions. It will also take part in Musinsa-run beauty trial events with a “Vita Genic Jelly Ampoule Kit” and plans interactive content for visitors.
Ban Jae-yong, Banobagi’s CEO, said the company has been expanding consumer contact through various offline channels and that the Musinsa store debut will be another step in broadening the brand experience. He said Banobagi plans to keep strengthening its product lineup and promotions to reach a wider customer base.
Banobagi said it will use the Musinsa Mega Store Seongsu entry to further expand offline, experience-based retail channels and continue strengthening consumer engagement centered on functional skincare and mask packs.
* This article has been translated by AI.
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