Shinsegae International Launches Luxury Cosmetics 'Poare'... Simultaneous Targeting of Domestic and International Markets

Poiret store appearance.

[Asia Economy Reporter Seungjin Lee] Shinsegae International completes its cosmetics brand portfolio by launching 'Poare,' a top-tier luxury cosmetics brand that it has been preparing for the past decade.

Shinsegae International will open Poare's first store at the Shinsegae Department Store Main Branch on the 25th and officially start its business. By the end of this year, it plans to sequentially enter major domestic department stores such as Shinsegae Department Store Gangnam Branch and Centum City Branch, while rapidly advancing overseas expansion.

Currently, all European cosmetics certification (CPNP) procedures have been completed, and negotiations are underway with local partners to open stores in Paris, France, and New York, USA. In France, there is particularly high interest in Poare, and it is expected that a store will open next year. Expansion into the Middle East, where demand for premium color cosmetics is high, and the Chinese market, which has a strong preference for top luxury brands, is also being prepared.

This is the first time Shinsegae International is simultaneously conducting domestic and overseas business for a self-developed brand. This reflects a strong determination to nurture Poare as a luxury brand that can confidently compete in the global beauty market.

Poare embodies Shinsegae's long-standing goal of creating a global luxury brand. Shinsegae International has been planning this business for 10 years under the blueprint of transforming from a company that imports and distributes luxury goods to one that creates its own luxury brand.

In 2015, the company concretized its plans by acquiring the trademark rights of the French fashion house 'Paul Poiret.' This was the best choice to compete in the global market, where only brands with a long tradition can survive. Paul Poiret was the first fashion brand in the world to launch a perfume in 1911 and is famous for designs that liberated women from corsets.

Shinsegae International plans to nurture a global luxury brand through Poare cosmetics, which modernly reinterpret the spirit, heritage, and tradition of Paul Poiret.

Poare will launch makeup products and skincare lines. For color cosmetics, under the philosophy that 'various designs must exist so that every woman's individuality can be respected,' about 90 different products have been developed. The skincare line consists of three categories: regeneration, elasticity, and nutrition. The flagship product is 'Infusion d'?nergie.' Product prices range from 220,000 KRW to 680,000 KRW for serums, 255,000 KRW to 720,000 KRW for creams, and 82,000 KRW for lipsticks.

Lee Gil-han, CEO of Shinsegae International's Cosmetics Division, said, “Creating a global luxury brand is the goal of many companies, and through the launch of Poare, we have laid the foundation to achieve that goal.” He added, “We will become a global beauty house that can compete shoulder to shoulder with famous overseas beauty companies in the world market.”

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