CU Convenience Store Launches Beauty-Specialized Stores in South Korea: 1,000+ Locations Planned by 2025

South Korean convenience store chain CU announced on November 24, 2024, that it will expand its beauty-specialized stores to over 1,000 locations in 2025, marking a significant shift in how Koreans purchase cosmetics.

Current Status

CU’s beauty-specialized convenience stores started with approximately 140 locations during the initial launch phase. As of late 2024, the chain is approaching 500 stores and plans to expand by 2-3 times in 2025.

These specialized stores feature dedicated beauty sections offering up to 300 different cosmetic products, including skincare (toners, lotions, serums), makeup (lip tints), sheet masks, and trouble patches.

Sales Growth

CU’s cosmetics sales have shown consistent year-over-year growth:

• 2023: 28.3% increase
• 2024: 16.5% increase
• 2025 (January-November): 21.4% increase

The primary customer demographic is Gen Z, with consumers in their 10s and 20s accounting for approximately 70% of cosmetics sales at CU stores.

Store Locations

Beauty-specialized CU stores are located in:

• University districts
• Entertainment districts
• Office areas
• Rural regions with limited access to cosmetics retailers

Recent Product Launches

On November 20, 2024, CU launched exclusive products:

W.DRESSROOM Perfume Hand Cream

• Two scents: April Cotton and White Musk
• Size: 40ml each
• Price: 4,500 KRW (approximately $3.40 USD)

AOU Glowy Tint Balm Mini (5 varieties)

• Directed by makeup artist Jo Eun-bi
• Half the size of regular products
• Price: 8,900 KRW each (approximately $6.70 USD)
• Available flavors: Apple Balm, Peanut Balm, Mulberry Balm, and 2 others
• Special promotion: 1,000 KRW discount throughout December 2024

Market Trend

According to BGF Retail’s Living Products Team MD Choi Min-ji, “The convenience store cosmetics market is growing rapidly, and fast product launches and differentiated product operations have become important competitive points.

CU’s beauty-specialized stores are expected to increase 2-3 times or more next year along with sales growth.”

The trend reflects Gen Z’s preference for affordable, accessible beauty products with diverse options, positioning convenience stores as a new purchasing channel in Korea’s cosmetics market.

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Store counts, sales figures, and expansion plans are subject to change based on market conditions and company decisions. Product availability and pricing may vary by location.

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