Leferi Expands Local Consumer Reach with K-Beauty Select Store in Omotesando, Tokyo

K-Beauty Makes Its Mark in Tokyo’s Omotesando
Leferi and Amazon Launch Select Store Collaboration

Exterior view of the K-Beauty Select Store in Tokyo, Japan, officially opened by Refleuri on April 2 (Photo by Refleuri)

K-beauty creator group Leferi, in collaboration with Amazon Korea, opened the 'K-Beauty Select Store' in the Omotesando area of Tokyo, Japan, on April 2.

This Select Store marks Leferi's first global initiative, with Leferi (CEO: Choi Inseok) taking the lead in bringing K-beauty brands into the space. It operates as an integrated online-offline platform, combining an offline experiential 'Select Store' with a special Amazon online showcase. A total of 11 brands and 48 products are featured across categories such as skincare, makeup, and beauty devices.

In particular, Leferi utilized its domestic and international beauty creator IP (intellectual property) to curate and verify the quality of the K-beauty product selection, attracting visitors from the very first day of opening.

Leferi's affiliated beauty creators (including Leo J, Minsco, Arang, Kim Crystal, and Hazel) and local Japanese creators participated in the on-site event, and programs involving both Korean and Japanese influencers are also being held.

During the ongoing operation period, Kazuha, a member of the girl group Le Sserafim, will participate in an on-site event. Additionally, the 'KYEA (Korea YouTubers' Excellence Awards)', Leferi's annual big data-based K-beauty brand certification and awards ceremony, will be held overseas for the first time.

Exterior view of the K-Beauty Select Store in Tokyo, Japan, officially opened by Leferi on April 2 (Photo by Leferi)

This event features global beauty magazine Allure Korea as a strategic media partner, and Hanjin Co., Ltd. as the official logistics partner.

The Select Store will be operated for 12 days, until April 13, in the Omotesando area of Tokyo, Japan, covering an area of about 500 pyeong.

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