Pia Celebrates 20th Anniversary with Korea's First Solo Pop-Up Store... Accelerates Offline Marketing

PiA, a leading indie cosmetics brand company (CEO Park Kwangchun), announced on the 17th that it successfully concluded its exclusive pop-up store held at Gangnam COEX to celebrate its 20th anniversary.

The pop-up store was themed “PiA at 20, the first beginning of BB:UNIVERSITY enrollment!” and was designed to allow visitors to experience all the brands: PiA, About Tone, Edit B, and Eglips. The space was set up for visitors to enjoy various experiences from enrollment to graduation as if they were college students. Thanks to the high-teen-inspired booth design and diverse programs, the event attracted many visitors and received enthusiastic responses.

Founded in March 2004, PiA is a cosmetics specialist company that has led the K-beauty market for about 20 years through outstanding planning capabilities. Centered on the unique color cosmetics brand PiA, the company owns four brands: the base makeup brand About Tone, the skincare brand Edit B targeting Generation Alpha, and the practical daily makeup brand Eglips. Each brand plans and sells products that align with its concept and philosophy.

Especially before the official launch, the company prepared spaces to experience new products in advance through the 'Collaboration Zone' and 'Coming Soon Zone.' They showcased the ‘Jjanggu Collaboration’ product, exclusively pre-launched at Olive Young, the ‘Happy Puppy Collaboration’ product, exclusively launching on Zigzag, and the Eglips highlighter (Holiday Edition). These products received enthusiastic responses and numerous inquiries from visitors. The products are scheduled for official release in early November, and through this, PiA plans to accelerate domestic and international sales growth in the second half of the year.

The company has achieved steady sales growth through word-of-mouth as a cost-effective brand. In line with its KOSDAQ listing this year, PiA successfully held its first exclusive pop-up store as part of offline marketing, creating an opportunity to strengthen brand awareness and customer loyalty. Additionally, the company is conducting various marketing activities, including appointing exclusive models and strengthening collaborations with influencers, and plans to solidify its position as an indie brand through aggressive marketing strategies encompassing both online and offline channels.

Park Kwangchun, CEO of PiA, stated, “This pop-up store was a meaningful event to express gratitude to customers who have loved PiA over the past 20 years and to pledge future growth.” He added, “PiA will continue to provide differentiated beauty experiences to become a brand even more loved by customers.”

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