Kelley Liu is expanding her Korean beauty brand Song of Skin into a retail powerhouse, with the company reaching $8.5 million in revenue. Liu is opening the brand's first permanent store in SoHo, marking a shift from its previous pop-up and online presence.
The expansion reflects growing momentum in the K-beauty sector. Song of Skin operates under Liu's broader business, which includes the CelDot skin care brand. The company continues to test markets through experiential retail, hosting a two-weekend pop-up in Los Angeles while building its brick-and-mortar footprint.
Liu's strategy combines digital commerce with physical retail spaces designed to engage customers directly with Korean beauty products. The Soho flagship store represents a commitment to establishing a permanent presence in a major metropolitan market, while the L.A. pop-up maintains the brand's approach of testing demand in new regions before making larger retail commitments.
The move positions Song of Skin within the broader K-beauty boom that has driven significant consumer interest in Korean skincare formulations and ingredients. By developing both the Song of Skin and CelDot brands under one business structure, Liu has created multiple revenue streams within the Korean beauty space.
The $8.5 million revenue milestone indicates strong consumer demand for Liu's products and business model. The combination of permanent retail, temporary pop-ups, and e-commerce channels creates multiple touchpoints for customers to discover and purchase from the brand, a strategy that has become increasingly common among direct-to-consumer and heritage beauty brands seeking growth beyond traditional department store distribution.