Once declining due to the rise of online shopping, Korea's 'Beauty Road Shops' are enjoying a resurgence through flagship stores. Leading this trend is CJ Olive Young, which has expanded from 790 stores in 2016 to 1379 in 2023. Unlike the single-brand stores of the past, these new flagship locations, in trendy areas like Seoul’s Seongsu-dong, focus on multi-brand experiences. They serve not just as sales points but as showcases for brand identity and the latest beauty trends. K-beauty brands like Romand and Amuse are opening such stores, emphasizing experiential retail. This shift is seen as a strategic move to bolster brand presence and earn trust from international buyers.
