Kelley Liu’s Song of Skin Expansion
Overview:
Kelley Liu is advancing her K-beauty brand, CelDot, through the pop-up concept, with plans for a permanent flagship store in New York. Her brand, Song of Skin, is set to feature a pop-up in Los Angeles from October 8 to 18, showcasing a spacious environment for customers to engage with Korean beauty products.
Business Growth:
- Pop-Up Success: The first pop-up in New York generated around $300,000, while a subsequent Los Angeles event earned $470,000.
- Revenue Surge: Song of Skin’s revenue climbed from $197,000 in 2022 to $8.5 million in 2025.
Background:
Liu, raised in Flushing, Queens, developed her interest in beauty during childhood trips to South Korea with her mother. This experience fueled the creation of Song of Skin to address the demand for Korean beauty products in the U.S.
Flagship Store:
- Scheduled to open on November 20 at 33 Spring Street in SoHo, the store will focus on hard-to-find Korean brands and feature monthly brand activations.
CelDot Launch:
Liu’s brand, CelDot, features three key products:
- Diamond Glass Renewal Cream ($45)
- Liquid Lift Multi-Peptide Renewal Serum ($65)
- Diamond Micro Polish Enzyme Cleanser ($32)
Consumer Trends:
Liu notes a growing consumer awareness around ingredient efficacy in K-beauty, emphasizing a shift away from viral trends to more informed choices.
Future Plans:
Liu aims to expand Song of Skin into boutiques in various markets, including Texas, Canada, and the U.K., maintaining a focus on niche products.
Key Takeaways:
- Innovative Retail Strategy: Kelley Liu is leveraging pop-ups to test markets and grow her brand presence.
- Strong Social Media Influence: With millions of followers, Liu utilizes social media effectively to drive sales.
- Consumer-Centric Approach: By focusing on product quality and ingredient transparency, Liu seeks to cater to an evolving consumer base.
