[Provided by Lotte Home Shopping]
[Provided by Lotte Home Shopping]

Lotte Home Shopping said it will operate a K-beauty and lifestyle pop-up store at The Grove, a premium shopping mall in Los Angeles, from Friday through Aug. 15.

The event is part of the "Overseas Expansion Support Project for Retail Companies," a government initiative led by the Ministry of Trade, Industry and Energy and KOTRA. A total of 39 small and medium-sized enterprises are taking part. Themed "LIVE SEOUL," the pop-up will occupy a 1,887-square-meter space across the first and second floors of The Grove.

The first floor, branded "Seoul Beauty," will showcase more than 30 brands spanning skincare, color cosmetics, hair care and beauty devices, along with hands-on programs including personal color consultations and makeup classes. The second floor, "Seoul Now," will offer K-culture experiences — K-pop and food, instant photo booths and K-pop classes. An opening ceremony Friday will kick off a series of events featuring local influencers.

Lotte Home Shopping will also debut Eeseol, its own K-brand export platform. The company plans to follow the LA pop-up with another in Paris in October, with the aim of building Eeseol into a global platform supporting Korean brands' overseas expansion.

Meanwhile, Lotte Home Shopping participated in Cosmoprof North America Las Vegas 2026, held in Las Vegas from Monday through Wednesday, supporting export consultations for more than 20 domestic beauty brands. On Tuesday, the company joined a panel session titled "Sustainable Growth and Innovation of K-Beauty" as a representative of Korean industry, alongside global retail figures including Ulta Beauty.

"The LA pop-up will be an opportunity to gauge the market potential of outstanding K-beauty and lifestyle brands and broaden their touchpoints with global consumers," said Lee Sang-yong, head of Lotte Home Shopping's growth business division. "We will develop Eeseol into a global platform connecting overseas consumers with Korean brands, and use it to support their expansion abroad."


andy@heraldcorp.com