Shinsegae Department Store The Boon the Shop Opens 'Simiheizu Beauty' First Popup

'Simiheizeu Beauty' Previously Purchased via Overseas Direct Purchase
Flagship Products iPlay and Velvet Blur Matte Lip Balm, etc.

Shinsegae Department Store's Boon the Shop is introducing 'SIMIHAZE Beauty' to Korea for the first time.

SIMIHAZE Beauty, a color cosmetics brand launched in 2021 by Hollywood influencer twin sisters SIMI and HAZE under their own names, had only been available through overseas direct purchase until now.

Shinsegae Department Store Gangnam Branch, Simiheizu Beauty Popup Store Storefront [Photo by Shinsegae Department Store].

Not only known for its quality but also its stylish packaging, SIMIHAZE Beauty attracted attention as a makeup item for K-pop idols and influencers' direct purchase items even before its domestic launch.

At the pop-up store held on the 3rd floor pop-up stage of Boon the Shop Gangnam branch and Boon the Shop Cheongdam branch at Shinsegae Department Store, visitors can find all products including SIMIHAZE Beauty's signature items such as 'I Play' and 'Velvet Blur Matte Lip Balm.'

The I Play line features eye stickers that do not melt or smudge, allowing for unique styles using vibrant neon colors and sparkling crystal cubic decorations, making it perfect for summer vacation looks. The Velvet Blur Matte Lip Balm is a product that combines the matte finish of lipstick with added moisture, offering a unique texture that is soft like a cushion yet highly long-lasting, characterized by its dome design. The lip balm, also available in mini size, can be styled as a fashion keyring along with a glow case keychain.

A Shinsegae Department Store representative said, "All SIMIHAZE Beauty products contain skincare essential ingredients, attracting customers who prioritize skin health," and added, "We will continue to introduce trendy brands ahead of the curve."

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