Collaboration with GS25 Convenience Store
Popular Daiso Brand "SonandPark"
Launches 5 Lip & Cheek Products and 2 Eyebrow Products
On May 27, GS25 announced that it will exclusively launch the 'SonandPark HATTY' color cosmetics line in collaboration with the cosmetics brand 'SonandPark' on May 29.
'SonandPark HATTY' is a compound word combining 'HANDY' and 'BEAUTY'. It is a dedicated color cosmetics line exclusive to GS25, featuring reasonable prices and practicality. SonandPark is a brand specializing in color cosmetics. Last year, the 'Color Balm' product released at Daiso gained significant popularity after being recognized for its quality, which was said to be comparable to the Lip and Cheek Balm from luxury brand Chanel.
GS25 planned the launch of 'SonandPark HATTY' to enhance convenience for cosmetics purchases by utilizing its nationwide distribution network of over 18,000 stores, and to offer color cosmetics from a well-known brand at affordable prices. The company also took into account the growing 'dupe' consumer culture, where customers seek cost-effective products with quality comparable to high-end brands. The new lineup includes five types of Lip & Cheek and two types of Eyebrow products, each priced at 3,000 won.
'SonandPark HATTY Lip & Cheek' comes in five colors: Sorbet Coral, Soft Peach, Syrup Rose, Melo Guava, and Sugar Pink. The product features a watercolor-like tint that subtly colors from within, a bouncy texture, and a refreshing finish. Notably, it comes in a tube-type container, allowing for hygienic use and easy control of the amount, making it suitable for both lips and cheeks.
'SonandPark HATTY Eyebrow' is available in two shades: Neutral Brown and Ash Gray. It includes a built-in brush for convenient application. With its soft texture and natural color, it is easy for beginners to use, and its strong adherence ensures that even with multiple applications, the product does not clump.
Since December 2024, GS25 has been aggressively entering the convenience store cosmetics market by launching '3,000-won cosmetics.' By expanding its product categories from essential items such as sunscreen and foam cleansers to collaborative products with major beauty brands like Madeca21, Derma B, Manyo Factory, and Real Barrier, GS25 has seen steady growth in cosmetics category sales: 22.4% in 2022, 37.9% in 2023, and 45.6% in 2024.
Ryu Juhee, manager of the Life Living Team at GS Retail, stated, "'SonandPark HATTY' is a new color cosmetics brand unique to GS25, combining trendy sensibility, expert know-how, and the accessibility of convenience store distribution. We will continue to strengthen the convenience store beauty category by launching products at reasonable prices that meet the standards of professional cosmetics brands."
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