Silicon2, a K-beauty distribution platform, has opened its second store in Portugal for its offline select shop moida.”

Silicon2 announced on the 4th that it had held the grand opening of a large flagship store of 318 ㎡ (about 96 pyeong / approx. 3,423 sq ft) on Rua do Carmo 47, a signature shopping street in the Portuguese capital of Lisbon.

Last month, Silicon2 opened its first store, of about 44 pyeong (approx. 147 ㎡ / 1,582 sq ft), in Porto’s largest shopping district, Rua de Santa Catarina.

On opening day at the second store, a line of customers waiting to get in stretched on into the afternoon. Local consumers and tourists from many countries expressed delight, saying they had “long waited for a K-beauty store to open in Portugal.”

The company’s in-house skincare sets tailored to specific skin concerns sold out early on opening day. A gift promotion designed around the area’s tourist traffic also proved a hit, with more than half of purchasing customers meeting the spending thresholds for the tiered gifts.


The second store carries about 80 leading K-beauty brands, including celimax, Dr.Althea, Medicube, Beauty of Joseon, SKIN1004, COSRX, Centellian24, Purito, BIODANCE, Heimish, Numbuzin and Sungboon Editor. The shelves are stocked with products from a wide range of brands, from skincare to beauty devices.

“Considering that tourists account for a large share of visitors in this area, we will continue to offer tailored benefits such as tax-free shopping and travel kits, while running a variety of brand pop-up marketing campaigns based at the Lisbon store to maximize K-beauty touchpoints in the local market,” Silicon2 said.

Silicon2 plans to expand to five or more stores in Portugal by next year. It also aims to accelerate openings in key cities across major European countries, including Berlin in Germany, Madrid and Barcelona in Spain, and the Netherlands, with a goal of opening 50 Moida stores by the end of this year.

“The successful opening of our flagship store in the capital, Lisbon, and the enthusiastic local response prove the strong demand for K-beauty in the Southern European market and the competitiveness of Moida’s offline curation,” a Silicon2 official said. “We will aggressively expand our offline distribution network in Europe and further broaden the global base of K-beauty.”