Inside K-beauty favourite Dr.Jart+'s debut British pop-up

By Becky Bargh 25-Aug-2021

Said to be an expression of Dr.Jart+’s DNA, the space is the brand's first-ever own-brand installation since joining the UK cosmetics market in 2012

Outside Dr.Jart+'s Carnaby Street, London, pop-up

Almost ten years after entering the UK beauty market, Korean skin care brand Dr.Jart+ has opened the doors to its first-ever British pop-up.

Described as no ordinary store, the Carnaby Street space, London, located next to MAC Cosmetics, is the brand’s debut installation in the UK market, and is said to be a creative expression of Dr.Jart+’s skin care-obsessed ethos.

Open until 12 October, the outlet will host the entire Dr.Jart+ line, while the designs are inspired by the brand’s Cicapair collection; giant illustrations created by the artists behind Good Wives & Warriors, Becky Bolton and Louise Chappel, reflect the skin-soothing range.

The duo have been creating large-scale installations since 2007.

Anna Higgie, another creative, is expected to take over the store’s design this month and 10% of all proceeds from the store are being donated to support Create, which helps marginalised adults and children to express themselves through creative projects.

“The location is playing host to two of the most exciting up-and-coming names in the world of art, Good Wives & Warriors and Anna Higgie, providing them space to showcase their incredible work, all inspired by Cicapair,” Rachel Baker, Vice President General Manager, Dr.Jart+ UK told Cosmetics Business.

“We know art shouldn’t solely be a spectator sport and as such visitors can contribute to a large-scale colouring installation that transforms the store facade into a live piece of art.”

She also noted that with the rise of skin care savvy consumers in the UK, now was the right time to introduce their own retail presence.

“Dr.Jart+ is a high-growth, global skin care brand fueled by cutting-edge innovation that offers a wide variety of high-performing skin care products, with UK consumers move savvy than ever, and always looking to try new brands, it was a brilliant opportunity to launch in the UK and bring the best of Korean beauty innovation to UK skincare enthusiasts.”

However, Baker remained tight-lipped on the brand’s plans to introduce a permanent store.

“The pop-up has really resonated as a place to engage with the brand and create content, and we always look to explore disruptive retail opportunities, with digital at the heart.”

Dr.Jart+ made its debut in the French beauty retail space in 2018, ahead of its majority takeover by French beauty giant Estée Lauder Companies.

The installation gave customers their first chance to physically test out products from the brand that, in France, are normally sold exclusively via Sephora or online.

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Today UK customers are able to shop the brand via Boots, Cult Beauty, Lookfantastic, Asos and Beauty Bay.