Beauty&You

What Beauty&You does

Beauty&You is a duty-free retail brand operated by Shilla Travel Retail Hong Kong Limited, a subsidiary of The Shilla Duty Free (a Samsung-affiliated Korean travel retailer), that runs 6 retail stores inside the restricted areas of Hong Kong International Airport Terminal 1. Founded in 2017, the company sells cosmetics, perfumes, fashion accessories, watches, and sunglasses from over 1,300 international brands to departing and arriving international passengers. Store locations span the West Hall, East Hall South, East Hall North, the Arrivals Hall, the North Satellite Concourse, and the Midfield Concourse, with operating hours ranging from 7:00 AM to 1:00 AM daily to accommodate flight schedules.

The company's core offering consists of physical duty-free retail stores at HKIA, supplemented by two service extensions: the HKairportshop.com online pre-shopping platform, which allows travelers to browse and purchase products before traveling for collection at the airport, and the Arrival Pick Up Service, which lets passengers pre-purchase items and collect them upon return at the Terminal 1 arrivals hall store. Beauty&You also operates the S-Rewards global membership program across Shilla Duty Free locations. The company does not disclose proprietary technology beyond a multilingual (English, Traditional Chinese, Simplified Chinese) e-commerce website and standard social media presence on Facebook, Instagram, WeChat, Sina Weibo, and Xiaohongshu.

The business model is traditional one-time retail sales of duty-free merchandise, with revenue per transaction and no subscription component. Pricing is tax-free relative to onshore retail. Payment acceptance includes cash (HKD, USD, and other major currencies), major credit cards (Visa, American Express, Mastercard, EPS, JCB, UnionPay), and mobile wallets (Alipay, WeChat Pay). The customer base is international travelers passing through HKIA, with no named B2B accounts, no enterprise sales motion, and no disclosed contract terms — making revenue inherently transactional and dispersed across millions of individual travelers rather than concentrated in any anchor accounts.

Name

Beauty&You

Legal name

Shilla Travel Retail Hong Kong Limited

Website

https://beautyandyou.com.hk

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Beauty&You operates six duty-free retail stores inside Hong Kong International Airport Terminal 1 under The Shilla Duty Free (Samsung affiliate), selling cosmetics, perfumes, fashion accessories, watches, and sunglasses from over 1,300 brands to international travelers, with online pre-shopping and arrival pickup services.

Ownership category

akta.pro rank

Product category

Travel Retail / Duty-Free Retail

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Jewelry, Luggage, and Leather Goods Retailers (4583), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458), Optical Goods Retailers (45613)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro industry

PRIMARYTHABALAC

Airport Retail (Duty-Free & Specialty)

Travel & Hospitality/Airlines & Air Travel/Airport Services & Passenger Experience (Lounges, Ancillaries)

SECONDARYCRAGADAJ

Travel Retail Luxury Department Stores (Airport / Duty-Free Format)

Consumer Products & Retail/General Merchandise & Department Stores/Luxury & Premium Department Stores

SECONDARYCRAKAGAM

Travel Retail & Duty-Free Jewelry/Watch Stores

Consumer Products & Retail/Jewelry, Watches & Luxury Accessories/Jewelry & Watch Retail (Omnichannel/Specialty)

Keywords

• Duty-free retail
• Travel retail
• Cosmetics and perfumes
• Airport shopping
• Fashion accessories

Headquarters

HQ city

Hong Kong

HQ country

Hong Kong SAR China

HQ region

Asia

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. Retail Sales: Revenue generated from selling cosmetics, perfumes, fashion accessories, watches, and sunglasses to travelers at duty-free prices. Products are sold on a per-transaction basis with no subscription component. The company accepts multiple payment methods including cash, credit cards (Visa, American Express, Mastercard, EPS, JCB, UnionPay), and mobile payments (Alipay, WeChat Pay).

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

BEAUTY&YOU operates six duty-free retail stores at Hong Kong International Airport Terminal 1 selling cosmetics, perfumes, fashion accessories, watches, and sunglasses from over 1,300 international brands at tax-free prices to international travelers. The retail operation is complemented by an online pre-shopping channel via HKairportshop.com and an Arrival Pick Up Service that lets passengers buy before departure and collect upon return.

Product overview

BEAUTY&YOU is a duty-free retail chain operated by Shilla Travel Retail HK Ltd (an affiliate of Samsung), operating 6 stores at Hong Kong International Airport. The offering consists of physical retail stores at HKIA offering cosmetics, perfumes, fashion accessories, watches, and sunglasses from over 1,300 brands, supplemented by the Arrival Pick-Up Service for pre-purchased items and the HKairportshop.com online shopping platform. BEAUTY&YOU serves as a one-stop shopping destination for travelers, providing tax-free products across beauty and fashion categories.

Differentiator

Problem solved

Functional benefit

Products and services

• BEAUTY&YOU Duty-Free Retail Stores Duty-free retail stores at Hong Kong International Airport Terminal 1 offering cosmetics, perfumes, fashion accessories, watches, and sunglasses from more than 1,300 international brands at tax-free prices to departing and arriving international travelers.
• Arrival Pick Up Service

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Shilla Duty Free (Parent Company)coreStrategic or Co-development PartnerBEAUTY&YOU is a brand under The Shilla Duty Free, the leading Korean travel retailer and affiliate of Samsung. Shilla Duty Free operates the cosmetics and perfumes category in all 3 major airports in Asia (Incheon, Changi, and Hong Kong) and offers over 1,300 world-class brands.

Scale indicators3 records

Recent moves1 record

Expansion highlights4 records

Direct peers

• DFS Group: DFS Group (LVMH-owned) is the world's largest luxury travel retailer, operating duty-free airport stores globally including at HKIA. Directly comparable as a multi-brand duty-free airport retailer targeting international travelers with luxury beauty, fashion, and accessories.
• Lotte Duty Free: Lotte Duty Free is the largest duty-free operator in Korea and a direct competitor in Asia-Pacific travel retail, with similar cosmetics/perfumes focus and operations across major Asian airports including Incheon. Sister-competitor to Shilla Duty Free in the Korean travel-retail landscape.
• China Duty Free Group (CDF): China Tourism Group's CDF is the dominant duty-free operator in mainland China and a major Asia-Pacific competitor. Overlapping product mix (cosmetics, perfumes, luxury accessories) and shared target customer base of Chinese international travelers make it a key comparable.

Broad incumbents

• Sephora: Sephora (LVMH) is the world's leading multi-brand beauty retailer, offering overlapping product categories (cosmetics, skincare, fragrance). Comparable on the beauty merchandising and brand-aggregation model, though operates high-street and online rather than duty-free airport format.
• Lagardère Travel Retail: Lagardère Travel Retail is a major global operator of duty-free and specialty retail in airports, with a meaningful Asia-Pacific presence. Comparable as a multi-category travel retailer operating in airports, though with broader portfolio including food and convenience.
• Avolta (formerly Dufry): Avolta is the world's largest travel-retail operator with duty-free and duty-paid stores in airports worldwide, including Asia. Comparable as a broad-based travel retailer with overlapping duty-free airport store format, though its portfolio spans multiple categories and geographies beyond BEAUTY&YOU's HKIA focus.
• The Shilla Duty Free: The Shilla Duty Free is the parent organization and Korea's leading travel retailer, operating duty-free stores across Incheon, Seoul, Jeju, Changi, and HKIA. Directly comparable as the parent brand and same business model; BEAUTY&YOU is its HKIA retail banner.
• Heinemann Duty Free: Gebr. Heinemann is a leading European travel retailer with global airport duty-free operations. Comparable in duty-free airport retail format and broad multi-category assortment, though primarily focused on European hubs rather than Asian.

Regional players

• SaSa (莎莎): SaSa is a Hong Kong-based multi-brand beauty retailer specializing in cosmetics and skincare. Comparable product mix and Hong Kong market presence, but operates high-street retail rather than airport duty-free — making it a regional adjacent rather than direct competitor.
• King Power Duty Free: King Power is the dominant Thai duty-free operator and a significant Asia-Pacific travel retailer. Comparable in duty-free airport retail format and cosmetics/perfumes focus, but operates primarily in Thailand rather than competing directly at HKIA.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/BeautyAndYouHK
• Instagraminstagram.com/beautyandyou_hk
• LinkedInlinkedin.com/company/shilla-travel-retail-hong-kong-ltd

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Beauty&You