Beauty brings success for The Shilla at Seoul’s Incheon Terminal 2

By Kristiane Sherry |

The Shilla beauty Diptyque pop up at Incheon

The Shilla Diptyque pop up is part of The Shilla’s beauty focus at Incheon Terminal 2

The beauty category is “enjoying popularity” at Incheon Airport Terminal 2, with The Shilla Duty Free’s new store offering exclusive products and a range of pop-ups. 

The Shilla unveiled its revamped beauty retail space at Incheon last month, which offers a range of emerging brands and niche perfumes. 

Described as ‘mega pop-up stores’, three fragrance experiences have been launched for Penhaligon’s, Le Labo, and Diptyque. Penhaligon’s and Le Labo are available exclusively at The Shilla’s Incheon Terminal 2 stores. 

Penhaligon’s debuted its world-first Festival of Flight concept as part of the activities. Diptyque has launched three new Fleur de Peau products this year.

Meanwhile, Le Labo is offering its genderless perfumes, candles, and other sensorial formulas for the body, hair, and face products from its own concept. Its focuses include Citron 28, a Seoul-exclusive fragrance. 

The wider beauty store features a photo zone and a social media upload space which offers free gifts to customers. 

Other brand concepts include Hair Rituel by Sisley and Sabon, which offers scalp measurement services and various body products. 

New brand entrants in the space include Aesop, Pola, Chantecaille, and SkinCeuticals.

The Shilla Le Labo beauty at Incheon

Le Labo is offering an array of products, including the Seoul-exclusive Citron 28.

Gen Z and Millennial favourite Nonfiction is also present at The Shilla’s store, marking the first time the brand has offered a domestic duty free travel set. 

With the Lunar New Year holiday approaching, the retailer is hosting a Dragon Head, Dragon Tail promotion until 18 February. Customers who purchase from the new stores will receive a lottery scratchcard, with prizes including Shilla Bear keyrings and S Rewards points. 

“Our trendy stores, showcasing a variety of rising beauty brands that reflect the latest trends, are enjoying popularity,” a Shilla spokesperson said. 

“We will continue to lead the industry with differentiated store operations that reflect customer needs and trends.” 

Last year, The Shilla inked a strategic partnership agreement with Incheon to open a new duty free shopping operation at Hang Nadim International Airport in Batam, Indonesia.


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