Shinsegae Int'l opens Swiss Perfection pop-up in Tokyo

Shinsegae International, the cosmetics and fashion division of South Korea's Shinsegae Group, entered Japan's ultra-luxury beauty market by promoting its luxury skincare brand, Swiss Perfection.

Shinsegae International said on Monday that it will operate Swiss Perfection's first overseas pop-up store at the Isetan Shinjuku department store in Tokyo until September 17.

Swiss Perfection, a high-performance skincare brand launched in 1998, is based on the expertise of cell biologists. Shinsegae International acquired 100% of the brand's shares in 2020.

In Japan, Swiss Perfection has primarily been available through high-end hotel spas.

The company plans to accelerate its presence in the local market by opening additional pop-ups and official stores in key Japanese department stores.

Since acquiring Vidivici in 2012, Shinsegae International has invested in the beauty sector, launching its beauty brands Yunjac in 2018 and Poiret in 2021.

Last month, the company acquired the beauty brand Amuse, widely known for its Jang Won-young tint.

Write to Hyung-Joo Oh at ohj@hankyung.com