CU Is Turning Its Convenience Store Snacks Into K-Beauty?

Korean convenience store chain CU is stepping into the beauty aisle with Peripera. The two brands are teaming up on a 10-item makeup collection inspired by CU's characters and convenience store snacks.

CU, operated by BGF Retail, announced on Sept. 28 that the collection featuring its "CU Friends" characters will launch on Oct.1. The lineup will be sold through major Korean retail platforms including Olive Young, Musinsa, Ably and Kakao Gift, with plans to expand to 13 countries.

The collection turns familiar convenience store foods into makeup. The Mood Gloey Tint takes inspiration from pudding, while the Ink Glasting Lip Gloss is modeled after yogurt. A highlighter comes in the shape of a cup of ice, while other products draw on sausages, potato sticks and steamed dumplings.

The food theme continues with limited-edition accessories, including triangle kimbap and roll kimbap pouches, a boiled-egg makeup puff, a shopping-basket-shaped lip container and CU Friends magnets.

CU is also bringing the collaboration into its stores. A Peripera Strawberry Pudding dessert inspired by the tint will sell for 3,400 won, while a pop-up at CU Seongsu Dessert Park in Seoul will run through Oct. 31.

The collaboration comes as cosmetics sales at CU continue to grow, rising 33.6% from January through August this year. Unlike previous convenience store beauty collaborations, which largely focused on smaller versions of existing products, this collection puts CU's own characters and brand identity at the center.