E-mart24 opens first health, beauty and fashion convenience store

"E-mart24 'Allday K-Lab' grand opening Oct. 16! Exclusive event at this store only!"

That was the message on flyers stacked inside E-mart24's new Allday Care Lab store near the Sinseol-dong Station intersection in Seoul on Thursday. But unlike the typical convenience store leaflet, this one advertised far more than cup ramyun, smoothies and bananas — beauty products, health supplements and clothing all made the list.

The store is E-mart24's first health, beauty and fashion hybrid outlet. Breaking from the food-centric mold of the conventional convenience store, it aims to serve as a one-stop lifestyle shopping space where customers can pick up cosmetics, health supplements and apparel in a single visit. It carries 380 product lines in those categories — 10 times the number found in a standard E-mart24 branch.

The choice of Sinseol-dong was deliberate. The location sits within an office district while also drawing foreign tourists visiting nearby attractions such as Dongdaemun and Dongmyo Market. Japanese tourists were among the shoppers who visited the store Thursday morning.

The first thing to catch the eye inside is a triangular cosmetics tester display — the kind more commonly seen in a dedicated beauty shop. One side holds 19 shades of Dinto lip tints, arranged in a row. Mirrors and makeup removers are placed throughout for customers to try products, and shoppers were spotted dabbing tints on the backs of their hands to compare colors.

The cosmetics corner features 10 brands in total, including Dinto — four color-makeup brands and six skincare brands, spanning 280 product lines. The color-makeup selection centers on lip products at accessible price points. The Vida Butter Lip Balm series from Rodue, a sister brand of Amuse, is making its convenience store debut here. Sheet masks, which are popular among foreign tourists, are also on the shelves. E-mart24 hired a dedicated beauty merchandise buyer for the store.

Small-format products are another selling point. The assortment is designed for impulse purchases — items marketed for days when you "forgot your lip color" or "want a light change of shade" — with prices in the 7,000–8,000 won range. The skincare shelves are stocked with established brands including Mediheal, The Saem and It's Skin, offering around 50 products priced at up to 12,000 won ($9).

The fashion lineup prioritizes quality over price. Rather than competing on low cost alone, E-mart24 has focused on materials and functionality. Socks developed in collaboration with fashion platform W Concept feature thick cushioned soles aimed at runners, made with yarn that offers odor control and antibacterial properties. An essential T-shirt uses high-density fabric to raise the quality bar.

The health category is built around specialization. Products are organized so customers can choose based on their condition or needs on a given day. The shelves carry items packaged in five doses or fewer, each small enough to fit in the palm of a hand. E-mart24 partnered with major pharmaceutical brands including Huons N and Vivlab to add credibility to the lineup, while keeping prices in the 1,000–3,000 won range.

Despite the expanded health, beauty and fashion offering, the store has not abandoned its convenience store roots. Snacks, cup ramyun, drinks and smoothies keep the food selection well-rounded. The health category also ties into the food aisle: high-protein ready meals and salads are placed nearby to appeal to health-conscious shoppers.

An E-mart24 official said the company plans to expand beauty shelves at regular stores based on the product mix and operational experience gained at the Allday K-Lab. "We will strengthen our product assortment with customer demand and each store's characteristics in mind, and deliver a differentiated shopping experience at our convenience stores," the official said.