THE WHAT? Valentino Beauty is withdrawing from the South Korean market, around four years after its official launch in the country.

THE DETAILS L’Oréal Korea, which operates Valentino Beauty locally, has reportedly closed the brand’s remaining department store counters and is expected to shut its official online store in the first half of the year. Valentino Beauty entered South Korea in 2022 with a pop-up launch in Seoul before opening permanent locations in Lotte Department Store, including Jamsil and its main store. However, the brand did not expand across other major department store groups, limiting its long-term scale in the market.

THE WHY? The exit reflects increasing pressure on imported prestige beauty brands in South Korea as K-beauty gains share through strong product performance, trend responsiveness and value positioning. With consumer spending tightening and competition intensifying among both global luxury houses and local players, the market has become less forgiving for brands unable to secure broad distribution and sustained momentum.

Source: Biz Chosun