Aiming to redefine the global K-beauty experience, cosmetics platform Yless has launched its flagship store near Seoul’s Bukchon Hanok Village, blending traditional Korean charm with modern beauty innovation.
Earlier on Tuesday, Yless' online platform was launched simultaneously in Korea and the US, anchoring its global ambitions.
Yless was created by KoreaTech, the company behind the beauty brand Kahi, which spearheaded the multi-balm craze in 2020. Building on its success, with export revenues exceeding $10 million, KoreaTech is taking a bigger step toward the global arena with the new platform.
The flagship store offers some 1,000 products from 20 brands, with most manufactured by leading Korean cosmetic firms such as Kolmar Korea, Cosmax and Cosmecca Korea. Aligned with its motto, "Why less for your skin," the cosmetics available span a broad price range, from 10,000 won to 80,000 won ($7 to $55).
“We are actively recruiting K-beauty underdog brands that refuse to compromise on quality," Jake Yi, KoreaTech's new business division executive director, explained. "While existing K-beauty platforms focus mainly on established brands, we aim to partner with beauty brands right from the start. Our goal is to provide comprehensive support, helping these brands reach consumers through effective marketing and the know-how we have built through Kahi.”
The offline store greets visitors with its stylish hanok cafe, Jieumdang, housed within three remodeled Korean traditional houses. From there, visitors can immerse themselves in Bukchon’s charm before descending into the beauty platform’s experiential space, where they can test and purchase products.
One of Yless' unique selling points is its product display, which is divided into two sections: Wink Line and First Try line.
The Wink line offers products inspired by luxury cosmetics, but at more affordable prices, tapping into the popular “dupe” trend abroad. The First Try line highlights fresh and innovative formulas and concepts, providing a playground for cutting-edge products.
In addition to the usual skincare and makeup categories found in beauty stores, Yless features innovative products like bubble-pack toners and Korean spicy lip plumpers, showcasing new textures and experiences. For base makeup, the brand has moved beyond previous limitations of Korean cosmetics, which primarily catered to Asian skin tones, with the introduction of diverse shades designed to suit a wider range of skin tones.
The director highlighted an interest in collaborating with foreign national founders eager to develop K-beauty products tailored to their home markets.
“In January, we will launch the platform in Japan, with plans to expand into other Asian markets next year, including Vietnam, Taiwan, Malaysia, Thailand and Indonesia. We are actively seeking brands that cater to global consumer needs across different countries.”
