Skin Cupid, the UK-based K-beauty retailer, is set to connect with its community over a multi-stop summer roadshow inspired by South Korea’s Jeju Island.
From 28 August to 20 September the retailer will bring leading Korean beauty brands, including Anua and Mixsoon, directly to its consumers in UK cities Manchester, Edinburgh, Leeds and Birmingham.
The roadshow comes as consumer interest in K-beauty continues to grow, with Skin Cupid setting out to take its community (referred to as ‘Cherubs’) offline during the event, which marks its first physical activation outside of London.
“We have always viewed Skin Cupid as more than just a retail brand,” Melody Yuan, founder and CEO of Skin Cupid, told Cosmetics Business.
“We know our community deeply connects with the culture surrounding K-beauty, and we want to create a fun, memorable experience for everyone who attends.”
Yuan added: “With more than 80% of our UK community based outside [of] London, expanding our physical presence beyond the capital was a top priority.
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“Our primary goal is to show up for our broader community and bring a uniquely immersive Skin Cupid experience directly to them.
“Secondly, we wanted to champion the amazing brand partners joining us on the road.
“We are thrilled to give our community outside [of] London the chance to discover, test and take home some of our absolute favourite brands in person.”
Six brands will take part in the pop-up experience across the UK: Anua, Purito, Dear Klairs, Manyo, Mixsoon and Kundal.
They were selected because they are “staple favourites” among Skin Cupid’s community, explains Yuan.
She said: “More than that, we curated the line-up to represent the full spectrum of Korean skin care, offering a complete and thoughtful narrative.”
The consumer experience at the pop-up is also rooted in product discovery, designed to be a “transportive” experience.
“The highlight of the entrance is picking up the £15 limited edition summer tote packed wit
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