Beautytap Opens its First Ever Boutique
Since it debuted in 2017, online retailer Beautytap has attracted a strong following, especially in skincare, among K-beauty fans. Beautytap CEO James Sun thought it was important to take the next step – enable those shoppers to experience the best of Korean beauty products up close and personal. He chose South Coast Plaza as the location of the first ever Beautytap boutique, now open on level 1 near Carousel Court.
“We know that in order to truly build a relationship with your consumers and community you have to go above and beyond the online experience,” Sun said. “This is where the physical element comes in, by allowing customers to come into our store so they can experience and learn about products and interact with our educated staff, in-person.”
The boutique’s glass storefront and bubbly facade – in signature pink – invites the shopper into a brightly-lit beauty land fit with full-length mirrors, a whimsical, Instagrammable wall and a giant touch-screen display where customers can view lists of ingredients in each product, browse Beautytap’s editorial community or interact with others on the community board. The Instagrammable backdrop features a swing and floral backdrop perfect for grabbing that mid-shopping shot.
The grand opening attracted hundreds who came to see Jessica Jung, Creative Director and Founder of cosmetics line BLANC & ECLARE. “Skincare is a passion of mine, and I chose to partner with Beautytap to carry my Blanc and Eclare Serein Skincare line because they embody K-beauty as an everyday lifestyle,” Jung said. “Korean products are some of the most innovative on the market, and Beautytap educates consumers about them so they can take advantage of their benefits.”
The boutique offers a wide selection of over 30 brands including hard-to-find cult favorites like Papa Recipe, JayJun, Earth’s Recipe, Leaders, Huxley and classic K-beauty must-haves like Hera, The History of Whoo, and Missha.
Our pick: the JayJun Green Tea eye gel patches. The hydrogel soothes irritated skin with green tea powder as it simultaneously protects and strengthens delicate skin around the eyes. Place one patch under each eye for approximately 20 minutes, or 30 minutes if you need an extra boost. When the time is up, gently peel off and massage any remaining moisture into the skin.
Beautytap is known not just for its top tier skincare selection, but also for cosmetics. While the selection emphasizes lip tints and makeup, it’s the best of the best. For example, HERA’s best-selling, six-shade line of Black Cushion compacts are filled with a lightweight gel-like foundation that provides buildable and breathable coverage. The shades are refillable and pop out.
More than just a place to shop, Beautytap’s flagship location is about connecting in person and brings K-beauty experts and influencers so that fans can meet them IRL – in real life. “We at Beautytap are passionate about introducing a small part of Korean culture to the world through the best K-beauty products,” Sun said.