Shinsegae International, the cosmetics and fashion arm of South Korea’s Shinsegae Group, has ventured into Japan’s high-end beauty market by introducing its luxury skincare brand, Swiss Perfection. The brand’s first overseas pop-up store is now operating at Tokyo’s Isetan Shinjuku department store until September 17, signaling Shinsegae International’s broader ambitions in the Japanese market.
Swiss Perfection, known for its high-performance skincare rooted in cellular biology, was acquired by Shinsegae International in 2020. Previously, the brand’s presence in Japan was limited to exclusive hotel spas, but the company is now planning a more aggressive expansion. Shinsegae International intends to establish additional pop-up and permanent stores in major Japanese department stores, aiming to cement Swiss Perfection’s position in the competitive luxury skincare sector.
This move is part of Shinsegae International’s ongoing strategy to strengthen its footprint in the beauty industry. Following its acquisition of Vidivici in 2012, the company has launched several other beauty brands, including Yunjac and Poiret. In August, the company further expanded its portfolio by acquiring Amuse, a beauty brand popularized by Korean celebrity Jang Won-young.
