When and where will 'SEOUL IN THE LOFT' be held?

It will be held from April 18 to May 29, 2026, at 11 LOFT stores nationwide, including Shibuya, Ginza, and Umeda.

What brands will participate?

Popular brands such as AESTURA, LANEIGE, and INNISFREE, along with 10 other brands, including those not yet available in Japan, will participate.

What are the highlights of the event?

The event features space designs inspired by the streets and shops of trend-setting Seoul, allowing visitors to experience K-beauty as if they were traveling in Korea.

Korea's Largest Cosmetics Industry Player 'Amorepacific': 10 Brands Including Those Unreleased in Japan Gather at Loft for 'SEOUL IN THE LOFT by AMOREPACIFIC'

Published Apr 9, 2026 8:00 PM ・ Updated Jun 14, 2026 8:28 AM ・ 4 min read ・ Source: PR TIMES

Amorepacific Japan will host 'SEOUL IN THE LOFT by AMOREPACIFIC' from April 18, 2026, featuring 10 K-beauty brands, including those unreleased in Japan, at 11 Loft stores.

Amorepacific Japan Co., Ltd. (Location: Shibuya-ku, Tokyo, Representative: Jung Kyun Ra), the Japanese subsidiary of Amorepacific, a leading company in the Korean cosmetics industry, will hold the event 'SEOUL IN THE LOFT by AMOREPACIFIC' featuring a total of 10 brands, including brands not yet available in Japan.

At this event, in addition to popular cosmetic brands operated by the company, brands unreleased in Japan and limited-time brands will appear at Loft. Through Loft, which transmits trends with seasonal miscellaneous goods, we introduce the charm of K-beauty, which is attracting attention worldwide. It is a special opportunity to experience the worldview of K-beauty, where Korean beauty culture and cutting-edge skincare science are fused, along with the charm of each brand.

▼ The streets of the 'Trend City Seoul' appearing in Loft

A spatial design inspired by the streets of Seoul, a trendy city full of sophistication and vitality, is developed. Visuals featuring motifs of Seoul's landmarks and streetscapes expand in the sales floor, and the booths of each brand are designed in the image of shops in the city of Seoul, such as clinics, cafes, schools, and supermarkets. You can enjoy strolling while experiencing the worldview of each brand. Please experience the charm of K-beauty with all five senses in a space where you can enjoy shopping and beauty experiences as if you were traveling the streets of Seoul.

▼ 'SEOUL IN THE LOFT by AMOREPACIFIC' Overview

Event Period: Saturday, April 18, 2026 – Friday, May 29 Event Locations: Shibuya Loft, Ginza Loft, Sendai Loft, Chiba Loft, Ikebukuro Loft, Yokohama Loft, Kichijoji Loft, Kyoto Loft, Umeda Loft, Tenjin Loft, Shinjuku Sanchome Loft Participating Brands: AESTURA, LANEIGE, INNISFREE, ETUDE, primera, espoir, HERA, PUZZLEWOOD, HANYUL, ILLIYOON

FACT BOX

Source: PR TIMES
Category: Event
Products / services: SEOUL IN THE LOFT by AMOREPACIFIC

Korea's Largest Cosmetics Industry Player 'Amorepacific': 10 Brands Including Those Unreleased in Japan Gather at Loft for 'SEOUL IN THE LOFT by AMOREPACIFIC'

FACT BOX

Editorial & Verification Standards

FAQ

Cite this article — HOW TO CITE

AI CRAWLER ACTIVITY