A Too Cool For School stand in France

PARIS — Too Cool For School, a hot south Korean beauty brand, is warming up to the French market via Galeries Lafayette.

The French department store group has rolled the brand out to 40 of its doors, after carrying it for one year in its Paris flagship on Boulevard Haussmann. In November 2015, the label started being stocked in Galeries Lafayette’s Montpellier door prior to entering the BHV Marais on Rue de Rivoli last May.

Too Cool For School also has been sold in Paris for two years in specialty store Colette.

The label’s full catalogue of 190 stockkeeping units are on offer in corners at Galeries Lafayette and the BHV. These span categories including makeup, skin care and sun care.

Too Cool For School – billed as beauty for everyone, with a brand message that to be beautiful “is to be unique” – was created by Todacosa Co. Ltd. in 2009. Two years later, its international distribution was started up. The label is now sold in Hong Kong, Japan, Thailand, Taiwan, the Philippines and China, among other markets.

The wave of interest in Korean beauty companies keeps on rising around the world.

As reported, there has been a recent uptick of investment in such concerns. L Capital Asia, the LVMH Moët Hennessy Louis Vuitton-backed fund, said in July that it was taking a minority stake in Clio Cosmetics with an investment of around $50 million, according to a source close to the transaction. At the same time, Bain Capital Private Equity and Goldman Sachs acquired a majority stake of Carver Korea, the seller of about 1,000 different cosmetics products in Korea, China and the U.S.

Back in 2015, The Estée Lauder Cos. bought an interest in Have & Be Co. Ltd., the Seoul-based parent company of skin-care brands Dr. Jart+ and Do the Right Thing.

And Landing International launched a few months ago an online marketplace to connect American retailers with emerging brands, with a spotlight on Korean beauty labels.