Retail in Asia

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Korea’s VDL Cosmetics opens pop-up in Toronto


South Korean cosmetics firm VDL is expanding its reach in Canada with the launch of pop-up store in Toronto.

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The K-beauty cosmetics pop-up is nestled inside the CF Toronto Eaton Center and is expected to run from April 8 to 14.

To celebrate the launch, VDL is offering special prizes and hosting a range of engaging activities, coinciding wih the launch of the brand’s 2019 limited edition ‘Living Coral’ collection made in collaboration with Pantone.

For the past five years, VDL Cosmetics has been an official partner of Pantone, creating collections inspired by its chosen “Colour of the Year”.

The collection includes velvet matte lipsticks, an eye shadow palette of 12 pigments and a brush set, among other products.

VDL, which stands for Vivid Dreams come to Life, was founded by LG Household & Health Care Corp in 2012.

In the last seven years, the K-beauty brand has entered other global markets including China, Singapore, Hong Kong and Saudi Arabia.

This latest opening sees the expansion of the Asian brand across North America, although it is yet to open a U.S. store.

Last summer, VDL opened its first flagship store in Canada, opting for Toronto’s Queen West neighborhood.

Known for cult-favourite products such the cube-edge lipsticks and radiant skin illuminators, VDL is also available through a wholesale partnership with select ‘The Face Shop’ and ‘Nature Collection’ locations across Canada.

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Canada is proving a hot market for international cosmetics firms and their global expansion in the last twelve months. Niche perfumer Atelier Cologne opened its first Canadian store in Toronto last year, joining Estée Lauder’s Clinique, which opened its first Canadian store in Vancouver.