South Korean beauty platform, Beautytap, has opened its first fully fledged retail location in California.

Located at South Coast Plaza in Costa Mesa, the store is a one-stop destination for Korean beauty education, advice, content, community engagement and products.

The store offers premium luxury beauty products, direct from Seoul, selected by Beautytap’s team.

The brand has also launched a website for the US market featuring community-driven content on K-beauty, intended to complement the in-store experience and educate customers.

Alongside Beautytap’s own products, the store also stocks products from K-pop star Jessica Jung’s Blanc & Eclaire skincare line Serein Skincare, her second point of sale in the US.

“Skincare is a passion of mine, and I chose to partner with Beautytap to carry my Serein Skincare line because they embody K-beauty as an everyday lifestyle,” Jung said.

James Sun, founder and CEO at Beautytap, said that with 90 per cent of beauty products still being purchased in physical stores, the company knows it has to go above and beyond an online experience to build a true relationship with its customers.

“This is where the physical element comes in, by allowing customers to come into our store so they can experience and learn about products and interact with our educated staff, in-person,” he said.

South Coast Plaza is one of the US’ top-grossing shopping centres and features a high concentration of designer boutiques. “It was the perfect location for our first retail store,” said Sun.

K-beauty experts will be in store at the Beautytap flagship to explain products to customers and recommend the most appropriate products for customers.