Sales include figures from below-ground pharmacy; average spend tops 110,000 won per customer

Musinsa Beauty Hongdae, which opened Friday in the Hongik University entrance district of Mapo-gu, Seoul [Musinsa]
Musinsa Beauty Hongdae, which opened Friday in the Hongik University entrance district of Mapo-gu, Seoul [Musinsa]

Musinsa Beauty Hongdae said Wednesday it surpassed 250 million won ($186,000) in cumulative sales in just three days since opening Friday.

The figure includes sales from Beautyonnuri Pharmacy on the below-ground floor. The average spend per customer came to about 110,000 won. Among customers who made purchases during the three-day period, women accounted for 76 percent and shoppers in their 20s and 30s made up more than 80 percent.

The share of foreign customers also grew rapidly. Domestic visitors slightly outnumbered foreign ones on Friday and Saturday, but by Sunday foreign customers accounted for nearly 60 percent of traffic. The purchase conversion rate among foreign customers was roughly twice that of Musinsa's other offline stores.

By brand, standout performers included labels not typically found in major beauty retail channels. Color-lens curation platform Ponfish ranked among the top-selling brands.

Brands popular with foreign customers included Organacell, 2AN, Dr. Melacsyn, Flowernose, Oddtype and Dr. Elcia. Organacell, Dr. Melacsyn and Dr. Elcia are derma and high-performance skincare brands.

Domestic customers showed a relatively higher preference for color cosmetics brands. Top sellers among Korean shoppers included Risky, Snidel Beauty, Mued, 2AN, Flowernose and Oddtype.

"We will use the Hongdae store to accumulate customer response data and purchase insights, and apply them to brand discovery and curation to build a distinctive offline edge for Musinsa Beauty," a company official said.


soho0902@heraldcorp.com