The Korea Health Industry Development Institute (KHIDI) announced the successful opening of the K-Beauty flagship hub 'mmm (Maison des Mille Muses)' in Paris, aimed at supporting entry for domestic small and medium-sized cosmetics companies into the European market.
Located in the heart of the Sentier district, the hub integrates K-beauty products with beauty tech and serves as a comprehensive experience and sales center. It is the first of two hubs launched this year, with the second set to open in Los Angeles.
On the opening day, business stakeholders, participating brands, local media, and influencers attended to witness activities including a tape-cutting ceremony, store tours, and product demonstrations.
The event also featured 'K-Beauty Night in Paris', allowing local media and influencers to engage directly with K-beauty products, attracting significant foot traffic from local consumers.
Comprising over 20 domestic small and medium-sized cosmetic and beauty tech brands, 'mmm' showcases skincare, makeup, wellness products, and traditional Korean beauty tools, also offering beauty tech experiences such as AI-based personal color and skin diagnostics.
The expansion of K-beauty into the European market is rapidly increasing. By the first half of 2026, the export value of small and medium-sized enterprises' cosmetics to Europe is projected to reach $1.26 billion, marking a 62.4% increase from the previous year's $770 million.
The launch of the Paris flagship hub follows the recent openings of a pop-up store in Milan from September 25 to 27 and a sales location in Stuttgart that opened on September 28, completing the phased establishment of three hubs in Europe.
KHIDI plans to continue supporting participating companies with sales performance tracking, buyer consultations, and certification assistance centered around the Paris flagship hub, in addition to the upcoming opening of the Los Angeles hub in October. According to Hwang Seong-eun, Head of the Medical Device Cosmetic Industry Division at KHIDI, the Paris flagship hub serves as a strategic base for small cosmetic companies struggling with local distribution channels to connect directly with European consumers and buyers. He emphasized the importance of close support from product experience and sales to authentication and buyer connections to embed K-beauty firmly in the European market.
