[Edaily Reporter Kim Seung-kwon ] “INABELLO,” a functional cosmetics brand developed by a pharmaceutical company, has established an offline presence in Seoul’s Hongdae beauty district, a hub for foreign tourists. Moving beyond its previous brand promotion strategy—which focused on online channels and overseas partners—the company aims to accelerate its expansion into the K-Beauty market by creating direct in-store touchpoints with international consumers visiting Korea.

KOREA ARLICO PHARM CO.,LTD.(260660)The company announced on the 10th that its functional cosmetics brand, INABELLO, has opened a counter at Beauty Onnuri Pharmacy on the basement level of “Musinsa Beauty Hongdae,” Musinsa’s first standalone beauty retail store. A dedicated display area for INABELLO has also been set up inside the store. With this launch, the company has expanded its domestic offline distribution network while securing a platform for brand exposure to foreign visitors to Korea.

◇55% Foreign Visitors, Average Transaction Value of 110,000 Won… Targeting the “Tourist District”

Musinsa Beauty Hongdae, which opened its doors last September, is a K-Beauty shopping destination attracting interest from foreign tourists and consumers in their 20s and 30s. According to Musinsa, from the opening through early October, foreign visitors accounted for approximately 55% of total visitors—more than half—and the average purchase amount for foreign customers was approximately 110,000 won. Among foreign visitors, customers from Greater China and Japan accounted for a particularly high proportion. This is why the store is gaining attention as a key point of contact where domestic cosmetics brands can engage directly with overseas consumers.

Beauty Onnuri Pharmacy, where Inabello is located, is a “Pharmacy Beauty” space launched through a collaboration between Musinsa and Onnuri Pharmacy. Combining professional consultations by pharmacists with the sale of skincare products, this concept reflects the demand from consumers who carefully examine ingredients and product characteristics when selecting cosmetics. Since pharmacists explain ingredients and recommend products tailored to specific skin concerns, this structure aligns well with Inabello’s identity as a functional cosmetic brand developed by a pharmaceutical company. Inabello plans to showcase a variety of skincare products here to expand its brand awareness among both domestic consumers and foreign tourists.

Pharmaceutical companies entering the cosmetics market is no longer an unusual sight. Pharma-based derma-cosmetic brands, such as DongKook Pharmaceutical Co.,Ltd.’s “Centellian24” and DAEWOONGPHARMACEUTICAL’s “E-ZDew,” have already established themselves, and “pharmaceutical cosmetics”—which leverage the ingredient and clinical expertise accumulated during the drug development process—have solidified their position as a distinct category within K-Beauty. However, as the number of brands has increased, the ability to secure distribution channels that catch consumers’ attention is considered a key factor in success. Inavelo has sought to differentiate itself by selecting stores in tourist districts with high foot traffic from foreign visitors—specifically, pharmacy-style spaces that offer consultations with pharmacists.

This store opening is significant in that it provides a platform for international consumers to try the products firsthand and experience the brand while in Korea. Until now, Inabelro has primarily promoted its brand through online channels and overseas distributors. If the company can establish a system where tourists try the products in-store and subsequently repurchase them through local online stores after returning home, it can also expect to reduce the costs associated with entering overseas markets. The company also believes that brand exposure in tourist districts will play a positive role in expanding its overseas distribution in the future.

An official from KOREA ARLICO PHARM CO.,LTD. stated, “Recently, K-Beauty has established itself as a major shopping attraction for overseas consumers who visit Korea to experience and purchase products firsthand,” adding, “Opening a Beauty Onnuri Pharmacy within Musinsa Beauty Hongdae—an area with a high proportion of foreign visitors—will be a great opportunity to expand Inabel’s global recognition.”