Convenience Stores Are Evolving into the New Home Ground of ‘Seulse-gwon Beauty’

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Convenience Stores Are Evolving into the New Home Ground of ‘Seulse-gwon Beauty’

Convenience stores are moving beyond places to buy urgent daily necessities and establishing themselves as key platforms where consumers can experience the latest beauty trends faster than anywhere else. Recently, as reasonably priced value cosmetics are being recognized not merely as temporary substitutes for premium products but as a smart consumption pattern, the convenience store beauty market, once centered mainly on skincare, is expanding significantly into eye makeup and beauty tool categories.

As value cosmetics become an everyday consumption pattern, the use of convenience store beauty products is becoming increasingly visible not only among teens and people in their 20s but also among those in their 30s and 40s.

The growth of convenience store beauty is becoming even stronger as foreign tourists visiting Korea show high interest in and purchasing power for K-beauty.

In line with this trend, the convenience store industry is offering customers a new experience called ‘Seulse-gwon Beauty’ that can be enjoyed in everyday life close to home.

Eye Makeup with Global Character ‘Esther Bunny’

Starting June 24, about 20 Seven-Eleven New Wave stores will introduce seven types of eye makeup products and beauty tools. This product lineup was created in collaboration with the global character Esther Bunny and features a kitschy, lovely pink design aimed directly at the tastes of the MZ generation.

Liquid eyeliners and eyebrow products are each available in three colors, reflecting consumers’ diverse hair colors and needs. In addition, a five-piece brush set essential for daily makeup, including eyeshadow, powder, blush, and highlighter, has also been prepared to increase usability.

Dedicated display stands and testers have been placed so customers can check the products directly before purchase, optimizing shopping convenience.

Exclusive Introduction of Ingredient-Focused Beauty Brand ‘mixsoon’

As demand for beauty products among foreign tourists visiting Korea rises sharply, the verified ingredient-focused brand mixsoon series will be introduced exclusively in the industry. Highlighting naturally derived ingredients such as soybean and centella asiatica, mixsoon has already proven itself as a skincare bestseller on global platforms.

The three skincare products being introduced this time consist of the mega-hit Soybean Essence, Centella Asiatica Essence for helping soothe the skin, and Soybean Cream for strengthening the skin barrier.

This product strength is expected to meet the needs of both domestic customers and foreign tourists while further strengthening the competitiveness of convenience store beauty.

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“ serves as a bridge that helps consumers access more reliable beauty products in everyday life, based on a systematic pharmaceutical and cosmetics distribution system. We will continue to keep pace with the changing distribution environment, stably supplying verified high-quality products and supporting customers’ healthy daily lives.
“ is a comprehensive distributor specializing in the wholesale and retail of cosmetics and pharmaceuticals.
With professional product management, thorough quality verification, and transparent transactions as our principles, we are growing together with more than
10,000 pharmacies nationwide, major pharmaceutical companies, Dongwha Duty Free cosmetic stores, and various business partners.

We support your healthy life.

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