E-mart24 launches first health, beauty and fashion hybrid convenience store

'Allday Care Lab' marks industry first

Health, beauty and fashion lineup 10 times larger than standard stores

An exterior view of E-mart24's health, beauty and fashion hybrid store "Allday Care Lab" [E-mart24]

E-mart24 announced Thursday it will open the convenience store industry's first health, beauty and fashion hybrid store, targeting MZ generation consumers whose demand for everyday self-care is on the rise.

The store, named "Allday Care Lab," opens Friday in Sinseol-dong, Jongno-gu, Seoul, and marks E-mart24's third specialty format following its K-Food Lab Myeong-dong and Dessert Lab Seoul Forest locations.

Built around the concept of a convenience store that supports everyday routines, the new location brings together more than 380 health, beauty and fashion products under one roof — well beyond the traditional convenience store offering. E-mart24 describes the format as a "convenience store-style day care" where customers can discover products for daily self-care.

The store sits near the Dongdaemun tourism and shopping district, drawing a diverse customer base from office workers to foreign tourists. Spanning 129 square meters, it operates 24 hours a day and is divided into three zones: a health, beauty and fashion specialty zone; a CVS section; and a dining area.

The health, beauty and fashion specialty zone stocks more than 380 products — roughly 10 times the selection of a standard E-mart24 store. The lineup also includes exclusive items developed through partnerships with specialist brands.

The beauty category features about 280 products across eight dedicated display units. Color cosmetics are centered on travel-size items, with an average price point kept around 8,000 won to encourage experimentation. The store will be the exclusive convenience store retailer of the "Vita Butter Lip Balm" series from Rawdew, the first sister brand of Amuse. Skincare products from six popular brands — including Isntrée, Mediheal, The Saem and It's Skin — are available for up to 12,000 won ($9).

The fashion category offers 18 products developed in collaboration with W Concept, an affiliate of Shinsegae Group, combining quality, practicality and design. Tapping into the running trend that has become part of everyday life for the MZ generation, the store carries items such as the "Allday Highlight Line Socks" (4,900 won) and the "Allday Highlight T-shirt" (12,900 won). Bra tops, sun-protective umbrellas and mesh pouches round out the practical fashion lineup.

The health category is organized to let customers pick products based on their daily condition. Some 80 products covering vitamins, minerals and other functional supplements are available in stick powder, shot and drink formats. Partnerships with major pharmaceutical and health brands including Huons N and Vivlab keep prices between 1,000 and 3,000 won while maintaining a professional standard.

The fresh food zone features health-conscious, convenient options including salads, high-protein ready meals and protein drinks. The smoothie selection includes six varieties — among them a triple berry smoothie and a strawberry-mango-blueberry smoothie — blending wholesome ingredients with on-trend flavors.

"The Allday Care Lab is a specialty store that brings a differentiated shopping experience available only at a convenience store, in line with the trend of health care, beauty and fashion becoming part of everyday consumption," said Yang Ho-seung, executive director of merchandising at E-mart24. "We will continue to introduce products and spaces that reflect our customers' diverse lifestyles and consumption trends."

spa@heraldcorp.com