Beauty shoppers in La Jolla have a new reason to make a stop at Westfield UTC. Sukoshi, a fast-growing Asian beauty retailer known for curating skincare and makeup from Korea, Japan, and across Asia, is preparing to open a store at the mall, with a “coming soon” listing now showing in the retailer’s official store directory at 4545 La Jolla Village Drive.
Founded in 2018, Sukoshi has built a following by stocking more than 200 beauty brands under one roof, giving customers a single destination to browse Korean glass-skin skincare routines, Japanese sun care, and cult-favorite Asian makeup lines that can otherwise be hard to find in person. The concept has resonated with Southern California shoppers who’ve grown accustomed to discovering K-beauty and J-beauty trends online, and now want to test textures and get advice in a physical store.
The UTC location is part of a larger push: Sukoshi announced plans earlier this year for roughly 13 new stores across North America, with California identified as a priority market. The company already opened a location at Westfield Valley Fair in Santa Clara, and reporting indicates stores are also in the works at Westfield Galleria at Roseville and Los Cerritos Center. La Jolla’s UTC mall, one of San Diego’s busiest retail and dining destinations, fits the pattern of high-traffic centers the brand has targeted for its expansion.
No official opening date has been announced yet, but the store’s appearance in Sukoshi’s directory suggests a launch could come within the next several weeks to months. For La Jolla and the greater University City area, the addition continues a trend of specialty beauty and lifestyle retailers choosing UTC over traditional big-box outlets, drawing shoppers who might otherwise order from overseas retailers online.
For nearby small businesses, a new draw like Sukoshi can mean a welcome bump in weekend foot traffic throughout the shopping center and the surrounding La Jolla Village Drive corridor. Local salons, cafes, and boutique shops near UTC often see secondary benefits when a buzzy new retailer opens nearby, as shoppers extend their visits into full afternoons out.
San Diego Business Web will continue tracking the opening date as it’s announced.
Source: What Now San Diego
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