Shinsegae Inter Launches European Cosmetics Brand 'La Bruket' in Korea

[Asia Economy Reporter Yujin Cho] Shinsegae International has secured the domestic distribution rights for the Swedish lifestyle brand La Bruket and opened the first store in Korea at Galleria Luxury Hall.

La Bruket is a lifestyle brand established in 2008 in the western coastal town of Varberg, Sweden. It was inspired by the harsh cold and rugged nature of the Swedish west coast. Its signature products, lip balm and hand cream, are popular among famous Korean celebrities for their non-irritating scents and ingredients, as well as their sophisticated packaging, gaining popularity through word of mouth.

All La Bruket products are made using innovative technology based on nature. Without compromising or conceding on ingredients, they carefully select natural ingredients such as seaweed and sea salt from the pristine Swedish straits. For quality control, all products are 100% produced in Sweden.

The Galleria Luxury Hall store features La Bruket’s signature green color as the main theme and faithfully reproduces the interior design sketches directly drawn by the Swedish headquarters studio.

At the store, customers can find a variety of products including soap bars, which are considered the brand’s origin, body washes and lotions with various scents, the well-known lip balm affectionately called "Ddakpul Lip Balm," broccoli seed serum containing superfood ingredients, and sea salt bath products.

Starting with body and skincare products, the brand plans to sequentially introduce its entire product range in Korea, including fragrance products such as diffusers and scented candles, as well as home care items like the global bestseller linen water (fabric perfume).

A Shinsegae International representative said, “By securing the domestic distribution rights for La Bruket, we have expanded our lineup of various global brands ranging from niche perfumes to makeup, skincare, haircare, and body care. We will continue to discover and introduce hidden gem overseas cosmetic brands that have not yet been introduced in Korea to our customers.”

La Bruket products are available at Galleria Luxury Hall and the beauty select shop La Ferba, and can also be purchased through the company’s own online mall, SI Village.

This content was produced with the assistance of AI translation services.