Shinsegae-owned E-mart’s first foray into the cosmetics market is hoping to create an entirely new K-beauty category, according to a report published by The Korea Herald.

Scentence, which launched in July 2016 and has been growing rapidly ever since, is billed as an eco-friendly cosmetics line and is hoping to pioneer a new category it calls ‘mart cosmetics’.

The company defines mart cosmetics as those sold exclusively via their own stores, with one-to-one consultations with customers and events held in store a key feature. The brand has already opened seven stores since its launch as well as an e-commerce outlet.