The k-beauty phenomenon continues to take the world by storm, and this time it’s Paris welcoming one of its rising stars. The AMUSE brand is finally landing in France, marking a new milestone in the global expansion of Korean beauty. An eagerly awaited arrival that comes with an immersive launch to match its universe: fresh, bright, and decidedly on-trend.
Seoul’s Glow Comes to Paris
Right in the heart of the city, everything happens. AMUSE makes its European debut with an exclusive pop-up at Galeries Lafayette Champs-Élysées, running from March 18 to April 13, 2026. A landmark address for a brand looking to make a strong impression from day one.
With this launch, AMUSE offers more than just products: it invites you to dive into a full universe. Named “Peach State of Mind”, the experience presents a Seoul-inspired signature aesthetic, blending freshness, softness, and a natural glow.
The goal is clear: to make beauty a sensory moment, a holistic experience that goes beyond simply applying makeup.
An Immersive and Interactive Experience
The AMUSE Paris pop-up was designed as a discovery and play space. From the moment you step inside, visitors are immersed in a pastel, bright, and perfectly Instagrammable visual world.
Several zones pace the journey: a product area to explore the entire vegan range, a selfie mirror to capture the famous “Peach Glow,” the brand’s signature, a customization space inspired by the Seongsu flagship in Seoul, letting you create your own AMUSE keychain using stickers.
An immersive approach that perfectly reflects the brand’s DNA: playful, creative beauty deeply connected to contemporary practices. And good news for fans: after the pop-up, AMUSE will establish a permanent presence in the beauty spaces of Galeries Lafayette Champs-Élysées and Haussmann.
A K-Beauty Brand Focused on Makeup
Founded in 2016, AMUSE embodies a new generation of K-beauty brands. Here, makeup isn’t just about aesthetics: it fully integrates skincare, well-being, and natural beauty.
The brand relies on vegan, clean, and cruelty-free formulations, with potent actives drawn from Korean research. The idea? To offer a holistic beauty approach where makeup nourishes the skin as much as it enhances it.
This approach appeals to a generation seeking products that are not only more respectful but also more sensory and intuitive to use.
