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K-Beauty Brands See Considerable High Street Store Closures

Street level shops have particularly suffered due to a drop in pedestrian numbers and and the adaption of e-commerce.

Powder from Etude House by AmorePacific. Flickr

Casey Hall

06 April 2021

Street level retail stores for K-Beauty chains have closed in “considerable numbers” as a result of the pandemic, according to report from Korea Bizwire.

Korea Fair Trade Commission data showed that Missha, a budget cosmetic brand, shut 164 street level stores (known as “road shops” in Korea) last year, along with 30 additional vendors between January and March of this year.

Innisfree, a beauty brand run by cosmetics giant AmorePacific, has also shuttered 264 stores since 2019 and Etude House, which had 275 stores in 2019, now only has 164 stores listed on its website.

Street level shops have particularly suffered due to a drop in pedestrian numbers and and the adaption of e-commerce.

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