[Today’s New Product] 3,000-Won Color Cosmetics... GS25 Launches Exclusive “Son & Park HATTY” Season 2

Exclusive Launch of 12 New Products Including Eyeliner and Multi-Stick
Expanding Beauty Category with Value-for-Money Flat-Price Cosmetics
Enhancing Product Competitiveness Through Collaboration with Mega Brands

GS25, the convenience store chain operated by GS Retail, announced on January 20 that it will exclusively launch the second season of “Son & Park HATTY,” a collection of color cosmetics priced at a flat rate of 3,000 won, in collaboration with the color cosmetics brand Son & Park, starting January 21.

Previously, in May of last year, GS25 introduced the first Son & Park HATTY color line, aligning with the value-for-money beauty trend. By offering a variety of products-such as eyebrow pencils, lip tints, and cheek products-all at a uniform price of 3,000 won, and with outstanding product quality, the collection has received positive feedback from consumers.

At the GS25 beauty specialty store, a model is introducing the 3,000 won Son & Park eyeliner. Provided by GS Retail

In the second season, the eye makeup product lineup has been further strengthened. The new collection consists of 12 items, including four types of slim liners (Matte Black, Muted Brown, Skin Beige, Dusty Beige) and eight types of multi-sticks (Blurry Taupe, Blurry Dolce, Blurry Mauve, Sheer Nude, Sheer Rosy, Sheer Cinnamon, Tearing Vanilla, Tearing Rose).

The slim liner is a proof-type product resistant to sweat and oil, allowing for a long-lasting, smudge-free, and defined eyeliner. It can be used to create a variety of eye makeup looks, from under-eye shading and extending the lower lash line to widening the eye shape. The multi-stick can be used on the lips, eyes, and cheeks, enabling both standalone use and color blending for diverse makeup styles.

GS25 will also release value-for-money makeup tools in collaboration with the professional makeup tool brand Skone. The lineup includes a set of five makeup brushes for eyeshadow, eyeliner, and eyebrows (priced at 5,000 won), as well as various puff products.

GS25 has been collaborating with highly trusted mega brands such as Son & Park, Musinsa, Manyo Factory, and Madeca21 to exclusively launch a variety of skincare and color cosmetics, thereby enhancing both product differentiation and price competitiveness. As of December last year, sales of GS25’s 3,000-won value beauty cosmetics had grown 13 times compared to the initial launch. During the same period, sales of value beauty products at about 200 beauty specialty stores were more than 22 times higher than at regular stores.

Lee Jungmin, Manager of the Life Living Team at GS25, stated, “As the trend of purchasing only what is necessary at reasonable prices spreads amid high inflation, the value beauty market is growing rapidly. We will continue to expand our lineup from skincare to color cosmetics and makeup tools, all centered around the 3,000-won flat price, to establish ourselves as a ‘lifestyle-oriented beauty channel’ where customers can complete their makeup anytime, anywhere.”