Opening Ceremony is the latest retailer to get in on the Korean beauty craze, reports WWD. The product trend is still going strong in American markets, and stores are ramping up their K-beauty offerings just in time for holiday shopping. (An innovative, adorably packaged Korean beauty import makes for an excellent gift, as we ourselves pointed out rather recently.) Beginning on Tuesday, Opening Ceremony — which has stores in New York, London, Los Angeles and Tokyo — will expand its offerings to include a curated selection of K-beauty products. It's a unique move for the company, given that its focus has remained almost entirely on fashion since its founding in 2002, save for selected fragrance offerings.
"We haven't necessarily launched the category in a meaningful way before because we felt like, if we were going to do something, we wanted to do it where we could dedicate the right amount of space and have experts talking to the different brands. It's super-interesting to us, but we wanted to do it the right way," Opening Ceremony co-founder Carol Lim told WWD. "This holiday felt like a really good time to introduce a capsule of different brands that we researched high and low to offer our customer an entry into what's super-exciting in beauty and especially in Korean beauty."
Opening Ceremony reportedly relied on the expertise of Joyce Lee, a beauty buyer and strategist, to help vet and curate the beauty offerings. (Lee also helped to educate staff about each of the products.) Initially, the collection will include face masks, moisturizers, a lip tint and hair brush from brands like Manefit, Memebox, SkinRx and Too Cool for School. A brand called MustaeV will also make its stateside debut as an exclusive at the retailer.
According to Lim, the company has plans to continue expanding in the beauty space, with this initial product edit serving as a trial run. "This is a good way for us to test the reaction," she said in her WWD interview. "We will know what the appetite is and how we want to build the category."