Barneys opens mask bar with K-beauty expert Alicia Yoon

(Author : kate Dingwall)
Barneys is pulling the curtain on its very first Mask Bar in its Madison Avenue and Downtown stores in New York.

The in-store beauty bar will stock individual sheet masks from a selection of brands, like Dermova, Karuna, and Starskin, all curated by Korean skin care expert Alicia Yoon. Also stocked, Yoon’s Peach & Lily line of sheet masks, launched last November. Alicia Yoon, a trained aesthetician, is the mind behind Korean beauty brand and website Peach & Lily.

After becoming the go-to beauty site for Korean beauty enthusiasts, Peach & Lily expanded into the United States, becoming a portal for American beauty enthusiasts looking to purchase into the K-beauty trend. Capitalizing on this momentum, Peach & Lily launched its first namesake skincare venture in November.

American retailers have scrambled to pick up on the booming K-beauty trend — this is not the first retailer to look to Yoon for assistance in launching into the k-beauty market. Her K-beauty site Peach & Lily launched two store-in-stores with Macy’s, first in Queens, New York in November of 2015, and the second in Arcadia, California in June of 2016. Target just launched its own K-beauty section, also curated by Yoon, in select retailers and online.

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