Moida’s Champs-Élysées store opens in Paris. Photo = Silicon2

About 141 pyeong (approx. 466 ㎡ / 5,016 sq ft) store debuts “KOREA BEST” concept

Moida to reach 100 global stores by 2027

Moida, the directly operated K-beauty select shop of Silicon2 (CEO Kim Sung-woon), a global K-beauty distribution platform company, opened a large flagship store of 141 pyeong (approx. 466 ㎡ / 5,016 sq ft) on the Champs-Élysées in Paris, France, on the 18th.

Located on Europe’s largest shopping boulevard, which draws more than 100 million visitors a year, the store is Moida’s largest ever and its second K-beauty flagship in Paris. Local customers lined up outside before opening, and the stock of its opening-day “Mystery Box” promotion sold out within an hour of the doors opening.

The Champs-Élysées store carries about 90 leading K-beauty brands with strong global recognition, including COSRX, Medicube, Beauty of Joseon and Centellian24, totaling more than 1,300 SKUs. Backed by this overwhelming brand lineup and an experiential space that emphasizes the “Korean beauty experience,” the store posted the highest opening-day sales of any Silicon2 offline store worldwide. 

Notably, 60.4% of first-time customers who visited on opening day signed up as members, giving the company a solid base of core customers for local repeat purchases and ongoing customer management.

Silicon2 also unveiled a dedicated “KOREA BEST” wall for the first time at this store, a new approach that differs from its existing global bestsellers.


Moida’s Champs-Élysées store opens in Paris. Photo = Silicon2
The wall is a deeply curated selection of what are known as “authentically Korean items” that have been proven among consumers in Korea, set apart from the steady sellers at the existing Châtelet store (such as Medicube’s Zero Pore Pad, Dr.Elsia’s 345 Cream and Cellymax’s Retinal Booster Shot). 

Featuring brands such as Wellage, Round Lab, Centellian24 and Ingredient Editor, the wall includes detailed informational POP displays for each product to help local customers better understand them. Round Lab sold about five times the daily average volume of the Châtelet store on opening day alone.

The successful launch of the Champs-Élysées store is expected to give further momentum to Silicon2’s global offline expansion strategy. Beginning with this opening, Silicon2 plans to hold large-scale local pop-up events for K-beauty brands in succession.

The company currently operates about 20 stores across five countries: the U.S., the U.K., France, Italy and Indonesia. It plans to open 20 more this year in key locations including Portugal, Germany, Spain and Dubai, with the goal of securing more than 100 Moida stores worldwide by 2027.

Founded in 2002, Silicon2 operates Stylekorean.com, Korea’s largest cross-border cosmetics e-commerce platform, and supplies more than 600 K-beauty brands to 175 countries. Its earnings have grown significantly in recent years, driven by growth in the North American and European markets.

The company has secured a stable supply chain through its own logistics infrastructure of 6,000 pyeong (approx. 19,835 ㎡ / 213,500 sq ft) in Poland and a distribution system based on 100% cash direct purchasing. 

By continually offering in-store product placement that reflects local consumer response, along with experiential pop-up events, it is rapidly increasing its share of the global K-beauty offline distribution market.