K-beauty shopping diversifies beyond Olive Young

K-beauty shopping is expanding beyond Olive Young, long the dominant retail destination for both domestic consumers and foreign tourists, to a wider range of platforms.

Retail platforms that previously focused on either fashion or food have begun testing their capabilities in beauty, while e-commerce platforms and department stores have introduced separate brands and platforms dedicated to the cosmetics sector.

For an industry that has experienced exponential growth worldwide, a more diversified retail landscape is expected to further boost consumption and support its long-term growth.

The country's three largest retail platforms are all expanding into the beauty market.

Musinsa Beauty, operated by fashion giant Musinsa, is leveraging the company's rapidly expanding offline store network in Korea and overseas to broaden its beauty portfolio and grow its offline presence.

On Friday, global luxury makeup brand NARS joined Musinsa Beauty, adding to its luxury lineup that includes MAC and Miu Miu.

Musinsa Megastore Seongsu, the company’s flagship store in one of Seoul’s trendiest neighb