Jill Stuart Beauty, a Japanese-inspired cosmetics brand under Kosé Corporation’s portfolio, is ramping up its presence in the U.S. market to tap into the American appetite for J-beauty.
The beauty brand was founded in 2005 by New York-based designer Jill Stuart and Kosé, but it was only sold in Asian markets like Hong Kong, China and South Korea until October 2018. The Jill Stuart fashion label showcases seasonal collections during New York Fashion Week and is sold through specialty boutiques and its own store in SoHo. It also launched a diffusion line through department stores in March, according to WWD.
Late last fall, Jill Stuart Beauty debuted a U.S.-facing e-commerce site, jillstuartbeautyusa.com, and began selling on the designer’s e-commerce site, jillstuart.com. This week, it is expanding to U.S. e-commerce retail partners, including Beautylish.com, before expanding into still undetermined brick-and-mortar retailers. It is also participating in consumer-facing events, like Popsugar Playground in New York City in June. There, Jill Stuart Beauty artists will perform makeup applications on attendees amid a colorful area inspired by Japan, where attendees can also take photos and buy product.
Glossy: Jill Stuart Beauty Wants To Leverage its J-Beauty Connections In The U.S.