Laneige Brings Custom Lip Mask Station to Permanent Los Angeles Store

South Korean skincare brand Laneige has expanded its physical retail presence by introducing a bespoke lip mask station at its permanent store located in The Grove in Los Angeles. First launched at the brand's flagship store in Seoul earlier in the year, the concept allows visitors to create custom versions of its Lip Sleeping Mask by selecting from 45 flavor combinations, including options such as champagne and gummy bear. The custom product is prepared using an on-site machine for $32, with optional 3D-printed designs for additional product personalization. Alongside the lip mask station, the Los Angeles location offers skin analysis consultations while shoppers wait for their products, as well as 3D printing options for items like the Cream Skin Milky Toner and Neo Blurring Powder. According to Allison Pollack, vice president of marketing at Laneige, physical retail initiatives help consumers interact directly with the brand, gain skin education, and discover tailored products. The brand's focus on physical engagement follows previous U.S. pop-ups in states such as Texas and Florida, as well as a multi-city tour in partnership with Sephora. Laneige originally occupied temporary spaces at The Grove starting in 2023 before securing a long-term lease. Its flagship store in Seoul also provides interactive services, including AI-assisted skin assessments and custom powder blending.

The source details retail activations at The Grove in Los Angeles and the flagship store in Seoul, alongside broader U.S. pop-up locations. It does not state whether this customizable lip mask service or similar physical retail stations will be made available to UK shoppers.