The Shilla Duty Free has officially opened its new stores at Hong Kong International Airport, after a six-month soft launch. The Grand Opening Ceremony took place last week with several K-celebs in attendance to mark the opening of the Beauty & You concept store.

Following a six-month soft launch, the Shilla Duty Free features Beauty&You concept stores at the Hong Kong International Airport that emphasise the shopping experience for customers. To further enhance the brand’s commitment to deliver a comprehensive beauty shopping experience, the retail spaces feature interactive engagement zones deploying digital technologies, virtual reality and in-house-developed beauty apps, according to the Managing Director of Shilla Travel Retail Hong Kong Limited, Ms Alice Woo. With around 200 brands on offer, the Shilla Duty Free also brings a list of premium brands new to Hong Kong International Airport.

Several brands will make their debut at the airport via the new concept store, including David Beckham’s global grooming brand House 99, K-beauty and J-beauty stalwarts The History of Whoo, su:um37, THREE, ReFa and Nars. The store will also merge the worlds of beauty and fashion with accessories from well known labels such as Alexander McQueen.


Ms Woo said, “We are very pleased to announce the grand opening of the Shilla Duty Free’s brand-new retail stores at one of the busiest airports in the world. Hong Kong International Airport hosts significant numbers of regional and international passengers and is an ideal location to expand our presence.”

“With the launch of Beauty&You, we hope to redefine the airport retail experience and customer journey with a comprehensive brand profile presented in an interactive and engaging environment. Our aim is to deliver the ultimate shopping experience to a diverse audience in one of the most robust travel markets in the world.”

Associate Director-General of Investment Promotion Dr Jimmy Chiang welcomed the opening of the Shilla Duty Free stores at Hong Kong International Airport. He said, “Hong Kong is a top shopping destination for international visitors and an important transportation and logistics hub.

We are excited to see new beauty and fashion technologies being deployed in-store to enhance the retail experience. I look forward to the Shilla Duty Free’s further expansion in Hong Kong and beyond.”

Find out more via the HKIA website here

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The Shilla Duty Free preps for grand opening of its beauty stores at Hong Kong International Airport