K-beauty flagship hub opens in Paris to support European expansion

The Korea Health Industry Development Institute has officially opened ‘mmm’ (Maison des Mille Muses), a K-beauty flagship hub in the Sentier district of Paris, France. The facility serves as a strategic base to support small and medium-sized Korean cosmetics enterprises in expanding their presence within the European market.

The hub combines retail with experiential beauty technology, featuring approximately 20 Korean brands specializing in skincare, makeup, and wellness. Visitors can engage with AI-driven services, such as personal color analysis and skin diagnostics. Beyond consumer sales, the center provides comprehensive business support, including consulting for the EU Cosmetic Products Notification Portal (CPNP), connecting brands with local buyers, and facilitating media and influencer marketing.

This initiative follows a significant surge in K-beauty exports to Europe, which rose to $1.26 billion in the first half of 2026, a 62.4% increase compared to the $770 million recorded during the same period the previous year. The Paris hub is the first of two planned flagship centers, with a second location scheduled to open in Los Angeles, USA, this October.