From social media sensation to in-store experience, Skin Cupid has made its long-awaited move to physical retail. The iconic K-Beauty retailer, founded by Melody Yuan in 2020, has opened its first flagship store in central London – a bright, multi-sensory space created in collaboration with next-generation retail design agency YourStudio.
K-Beauty is more than a product category; it’s a cultural movement. Built on innovation, inclusivity, and experience, it has transformed the global beauty landscape, offering a blueprint for the future of retail: creating spaces that are culturally relevant, emotionally resonant, and commercially successful.
The store marks a new chapter in the history of the digitally-focused brand, which has amassed over 1.5 million loyal Cherub followers on social media. This flagship store conveys a sense of community and joy in a physical environment that is more than just a place to shop.
“With retail, it’s important to create a space where people can connect,” – says Melody. “Our store is community-first, a place where people feel seen and supported. We wanted a flagship that was more than just a shop.”
Located on Charing Cross Road, the 3,000 square foot space has been designed to evoke the purity and precision of Korean beauty rituals, while reflecting the playful, expressive energy of contemporary Korean design.
YourStudio, the creative team behind the design, wanted to capture the dual essence of ritual and discovery that underpins K-Beauty. Curated displays guide visitors through the steps of a traditional skincare routine, while interactive testing zones encourage hands-on exploration.
At the heart of the store is Cupid World, a community hub that rewards loyalty, encourages conversation, and strengthens the connection between the brand and its audience.
“Translating Skin Cupid’s digital success into a physical space has involved more than creating a showcase for products,” – says Lisa Crutchley, creative director at YourStudio. “It has been designed to be the cornerstone of the brand’s community.
“The flagship reflects a broader shift in retail, from transactional shopping to spaces that foster connection, education, and storytelling.”
From its inception five years ago as a personal passion project for Melody, Skin Cupid has grown into one of the UK’s leading K-Beauty platforms, known for its blend of trusted expertise and joyful storytelling. This flagship platform builds on that reputation by offering both long-time followers and new visitors the chance to experience the brand’s world first-hand.
“Working with YourStudio, we’ve created something that will spark joy, become a home for our loyal community of Cherubs, and invite exploration from new customers who will discover us,” – adds Melody.
The Skin Cupid flagship officially opened its doors this autumn at 119 Charing Cross Road, London.
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