SOUTH KOREA. Shinsegae Duty Free has launched its latest K-beauty campaign developed in partnership with Korean beauty platform Hwahae, combining ingredient-focused product discovery with personalised beauty recommendations.
Named ‘What’s in My Pouch’, the initiative builds on a successful collaboration established in 2025, which integrates Hwahae’s extensive consumer beauty data with duty-free retail demand to create data-driven shopping experiences.
The latest edition showcases trending ingredients, brands and beauty categories driving consumer interest.
The promotion brings together travel-ready self-care and skincare routines, highlighting bestselling products across clean and soothing skincare, plumping care, lip care, UV protection, self-care essentials, and body, hair and fragrance.
Among the participating brands are Sulwhasoo, Jung Saem Mool, Torriden and Medicube, introducing beauty solutions for travellers at every stage of their journey.
The featured product line-up includes Medicube’s Booster Pro x2 Pink, Aestura’s Atobarrier Acica 365 Blemish Relief Serum, House of B’s Glutathione Sun Ampoule, Portre’s Tint Glow Jour, Jung Saem Mool’s Essential Mool Micro Fitting Mist, and Yunjac’s Whole Plant Effect Scented Body Mist.
The latest campaign between Shinsegae Duty Free and Hwahae has extended the partnership’s strong track record.
During a promotion held from March to May, sales to international customers grew +37% year-on-year. Earlier editions achieved similarly strong results, with sales increasing by +103%, +39% and +85% respectively, underscoring continuing high demand for K-beauty in travel retail.
The Myeong-dong flagship store delivered a particularly strong performance, with sales to Chinese customers up +41% year-on-year and sales to those from Southeast Asia increasing +24%.
Upgrading the K-beauty online shopping experience
Complementing the campaign, Shinsegae Duty Free has enhanced its online K-beauty speciality section with review and short-form video features to support product discovery and customer engagement.
The dedicated K-beauty category, launched in April, has also been upgraded with content discovery and engagement tools that create a more user-friendly shopping experience.
Shinsegae Duty Free has added a dedicated short-form content section to the top of its mobile K-beauty page, making it easier for shoppers to browse brand and product content.
The retailer expects the feature to help customers better understand products while driving higher traffic to purchase pages.
A dedicated customer review section was also added, featuring bestsellers and selected trial products, for shoppers to access authentic user feedback and product experiences.
Other key upgrades include enhanced brand discovery functions, with the existing quick menu expanded into a swipeable format for easier browsing across a wider range of brands.
‘View More’ functions have also been added across content sections, providing greater convenience for exploring exclusive Shinsegae Duty Free brands, K-beauty launches, bestselling stock-up items and products priced under US$20.
The company said it plans to expand the content and discovery features of its K-beauty section, including short-form videos, reviews and rankings, plus enhanced brand search and themed curation to improve online shopping.
A Shinsegae Duty Free spokesperson said: “Today’s K-beauty consumers are looking beyond brand recognition and increasingly evaluating products based on ingredients, efficacy and real user reviews.
“We will continue to advance our data-driven product curation and customer-focused content offerings to deliver a trusted and engaging K-beauty shopping experience for customers around the world.” ✈
