Popular Korean Beauty Platform Limese has unveiled its debut pop-up retail in the uptown M-Block Market, Greater Kailash, New Delhi. For the launch of the store, Limese in collaboration with KHIDI (Korea Health Industry Development Institute) has organized K-Beauty-ON, a celebration of the best of Korean Cosmetics and Skincare. Pooja Sharma, Chairperson, Sikkim Film Promotion Board, IPR Department, Government of Sikkim inaugurated the event.
What is K-beauty?
K-beauty is an umbrella term for skincare products that are derived from South Korea. The trend is becoming increasingly popular in the US, South Asia, East Asia and South-East Asia.
The launch of the store is part of the company's Omni-channel approach to retail premium Korean products across beauty and wellness categories. Upping the K-game in the Indian market and after establishing a strong offline presence, Limese is now ready to provide its customers with an all-new offline experience through its first brick-and-mortar store, with Belle Vous being the retail partner for it.
The pop-up space is going to be managed by Sikkimese Entrepreneurs Shiwangi and Shubham Agarwal, who operate their own retail chain under Belle Vous, which was started in the year 2018 with an aim of bringing authentic Korean skincare products in India and making it easily accessible. The new store features around many Korean brands including Klairs, CosRx, and Some By Mi Bye Bye.
Deugcheon (Dale) Han, Founder, Limese, said, "We sought to develop a space that would be fueled by the love for skincare and makeup. One that took the notion of beauty head-on, and embraced the need for products suited to their audience. The core of this included weaving timeless Indian philosophies about skincare and wellness, with the innovative products and trends coming out of Korea.”
Starting As A D2C Brand
Limese began India operations in 2017 as a curated beauty platform, with Korean skincare brands handpicked especially for the Indian subcontinent. After operating for close to four years as an online-only Direct-to-consumer (DTC) and distribution platform, Limese has built a robust fulfilment network that is very efficient in shipping goods directly to a consumer's home and partner warehouses spread across India. Limese has accumulated insights into consumers' online behaviours and interests. However, this insight might be limited to a certain set of buyer persona and might not provide the complete picture.
Dale Han sees Limese's offline expansion as the next logical step to bridge the gap and get on-the-ground intelligence that helps identify areas to serve the customers even better - both in terms of experience and product range. Limese envisions that the modern retail stores will need continuous iteration cycles and can no longer afford to be one model that fits all, like the stagnant stores of the past. Limese's new space is referred to as a pop-up to reflect this and to test different models and themes.
Few brands and products can be stocked permanently in the pop-up, while the rest can follow a showroom, inventory-free model where consumers can view and try out products in person and then go online to order them. Actually, the young Indian population has become conscious about their skin-care regime and show no qualms in spending time, energy and money on various treatments and products. The brand is able to take advantage of that.
The new store at M-Block Greater Kailash market is spread across an area of 400 Sq.ft. and will stock quality Korean products in different categories. The Korean beauty startup feels the young demography and the rise in purchasing power of the middle class in India make the country a perfect destination for him to introduce the consumers to Korean skincare and cosmetics research, innovation, and technological advancements.
“M-Block market of GK-1 is a perfect blend of flea market-style shopping as well as international outlets. It is diverse but peaceful enough to provide a relaxing and clutter-free shopping experience, making it the perfect choice for Limese's first retail pop-up space. Also, the M-Block Market (GK-1) Traders Welfare Association members provided a very supportive environment for Limese to set up a base,” Dale Han added.
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