Makeup Brands Bounce Back as Masks Fall

Color cosmetics are selling again as masks come off in Korea and makeup brands are rolling their sleeves to turn their business around.

Shinsegae International has been carrying out a massive advertising campaign for its Poiret brand since early this month with actress Jeon Ji-hyun as its face. 

Poiret was launched after Shinsegae acquired the trademarks of French designer Paul Poiret in 2015 and released its first high-end makeup and skincare products last year. 

Shinsegae is planning to open Poiret outlets in department stores in France and the U.S. in the first half of next year.

Lotte Department Store recently opened the country's biggest beauty section after renovation at its main branch in Myeong-dong in downtown Seoul. A total of 83 beauty brands are brought together on the ground floor and first basement floor, including the Charlotte Tilbury and V&A brands that are popular with 20- and 30-somethings, as well as the Gucci Beauty and Burberry Beauty luxury brands. 

Lotte will also open a second Valentino Beauty shop in October.