As the young Indian population has become conscious about their skin-care regime and has no qualms in spending time, energy and money on various treatments and products, popular Korean Beauty Platform Limese unveiled its debut pop-up retail in the uptown M-Block Market, Greater Kailash, New Delhi, targeting those emerging consumers. For the gala launch of the store, Limese in collaboration with KHIDI (Korea Health Industry Development Institute) is organizing KBeauty-ON, a celebration of the best of Korean Cosmetics and Skincare. Miss Pooja Sharma, Chairperson, Sikkim Film Promotion Board, IPR Department, Government of Sikkim inaugurated the event.
The new store features many Korean brands including Klairs, CosRx and Some By Mi. The launch also saw a masterclass with Shiwangi.
“K-BEAUTY ON also marks the opening of Limese’s new retail pop-up space for consumers to experience the best of Korea. Limese began India operations in 2017 as a curated beauty platform, with Korean skincare brands handpicked especially for the Indian subcontinent. We sought to develop a space that would be fueled by the love for skincare and makeup. One that took the notion of beauty head-on, and embraced the need for products suited to their audience. The core of this included weaving timeless Indian philosophies about skincare and wellness, with the innovative products and trends coming out of Korea,” said Deugcheon (Dale) Han, Founder, Limese.
Limese began India operations in 2017 as a curated beauty platform, with Korean skincare brands handpicked especially for the Indian subcontinent. After operating for close to four years as an online-only Direct-to-consumer (DTC) and distribution platform, Limese has built a robust fulfillment network that is very efficient in shipping goods directly to a consumer’s home and partner warehouses spread across India. Limese has accumulated insights into consumers’ online behaviors and interests. However, this insight might be limited to a certain set of buyer persona and might not provide the complete picture.
Dale sees Limese’s offline expansion as the next logical step to bridge the gap and get on-the-ground intelligence that helps identify areas to serve the customers even better – both in terms of experience and product range.
Limese envisions that the modern retail stores will need continuous iteration cycles and can no longer afford to be one model that fits all, like the stagnant stores of the past. Limese’s new space is referred to as a pop-up to reflect this and to test different models and themes. Few brands and products can be stocked permanently in the pop-up, while the rest can follow a showroom, inventory-free model where consumers can view and try out products in person and then go online to order them.
The new store at M-Block Greater Kailash market is spread across an area of 400 Sq.ft. and will stock quality Korean products in different categories. The Korean beauty startup feels the young demography and the rise in purchasing power of the middle class in India make the country a perfect destination for him to introduce the consumers to Korean skincare and cosmetics research, innovation, and technological advancements.
“M-Block market of GK-1 is a perfect blend of flea market-style shopping as well as international outlets. It is diverse but peaceful enough to provide a relaxing and clutter-free shopping experience, making it the perfect choice for Limese’s first retail pop-up space. Also, the M-Block Market (GK-1) Traders Welfare Association members provided a very supportive environment for Limese to set up a base,” Dale added.
Address: Ground Floor, M- 72, M-Block Market, Greater Kailash-1, New Delhi- 110048