Lotte Home Shopping is set to open a large K-beauty and lifestyle pop-up store in Los Angeles, debuting its K-brand export platform 'Eeseol.'
This initiative goes beyond a simple overseas promotional event, aiming to connect domestic small and medium-sized enterprise brands with global consumers as the company accelerates its entry into the North American market.
From July 17 to August 15, Lotte Home Shopping will operate a K-beauty and lifestyle pop-up store at The Grove, a premier shopping mall in LA, featuring 39 domestic small and medium-sized brands.
The event is part of a 'Retail Company Overseas Expansion Support Project' promoted by the Ministry of Trade, Industry and Energy and the Korea Trade-Investment Promotion Agency (KOTRA).
The local pop-up space will span 1,887 square meters (approximately 570 pyeong) across two floors. Lotte Home Shopping has themed the event 'Live Seoul' and prominently features its export platform Eeseol.
On the first floor, the 'Seoul Beauty' section will showcase over 30 domestic beauty brands offering skincare, color cosmetics, and beauty devices, along with personal color diagnosis and makeup classes.
The second floor, 'Seoul Now,' will be a cultural space where visitors can experience Korea's latest lifestyle trends through K-pop classes, K-food, and instant photo sessions.
According to market research firm Grand View Research, the U.S. is the largest market in the global cosmetics industry, accounting for 23.9% of the market share. Statistics from the U.S. International Trade Commission (USITC) indicate that Korean cosmetics are projected to reach $1.7 billion in exports to the U.S. in 2024, surpassing traditional powerhouse France, which is estimated at around $1.26 billion.
Following the LA pop-up, Lotte Home Shopping plans to open another Eeseol pop-up store in Paris, France, in October. The company aims to expand overseas online and offline sales channels in conjunction with global e-commerce, nurturing a robust export platform for domestic small and medium-sized enterprises.
Additionally, prior to the LA pop-up, Lotte Home Shopping will participate in the 'Cosmoprof North America Las Vegas 2026' from July 13 to 15, the largest beauty and cosmetics trade show in North America. The company will support export consultations for over 20 domestic beauty brands and discuss collaboration opportunities with global distribution and retail stakeholders.
On July 14, representatives from domestic companies will participate in a panel session titled 'Sustainable Growth and Innovation of K-Beauty in the North American Market,' featuring global retail industry figures such as Ulta Beauty and Orolly.
Lee Sang-yong, head of Lotte Home Shopping's Growth Business Division, stated, "We plan to develop Eeseol into a global platform that connects overseas consumers with domestic brands, continuously supporting their international expansion."
* This article has been translated by AI.
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