Opinion: Why Sephora failed in South Korea

Published: 9-May-2024
Retail

Kimber Maderazzo explores why the French retail giant struggled against K-beauty and how to break the Korean market

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I have been fascinated by beauty since I was 14 years old, just like most of the youth in today’s world. 

Trying my mother’s lipsticks and skin care for the first time felt like a milestone in my maturity. 

That same little girl comes out in me every time I step into a Sephora. 

It’s the Mecca for beauty enthusiasts and a nightmare to the indifferent. 

The world has a fascination with beauty, and as beauty norms start to change and evolve, we become more obsessed with trying to be beautiful. 

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