6 Must-Visit Seoul Beauty Stores 2024 K-Beauty Guide

Beyond the Olive Young Stores

Image Credit: @sulwhasoo.official

If you've been researching where to buy K-beauty products in Seoul, South Korea, the first store that probably came up was Olive Young. Don't get me wrong, I love a good Olive Young haul, it's the best place to find all the K-beauty best sellers and popular brands in one space, there's also an Olive Young flagship store conveniently located at almost every corner of Seoul's city center, and they often have amazing 2+1 deals, especially on sheet masks. But if you're only going to Olive Young, you're missing some of the most unique experiences and flagship stores the capital of skincare has to offer.

Because there are so many newly opened beauty retail stores and because many stores you still see suggested on Google or travel blogs actually closed down in recent years (COVID </3), I curated this 2024 shopping guide categorized into $ (cheap), $$ (affordable) and $$$ (pricy). You'll find the exact Google Maps address below every store, complete with my honest personal experience. And one last disclaimer: We'll include multiple categories of cosmetics here: So get ready for not only skincare but also stores of fragrance and makeup brands.  

Seoul Shopping Hacks

Image Credit: @tamburinsofficial

• Tax Refund: Skincare products are tax-refundable, so make sure you ask for a tax-refundable receipt at checkout so you can show it at the airport (look out for the tax refund counter) 

• Online Reservation: Always check the beauty brand's website/Instagram before you head there, especially if they offer an experience (e.g. spa, tour, event, etc.) because most require you to make a reservation online in advance.

• Beauty on a Budget: Not all but some of the recommendations here you will see are in the “fancier” category when it comes to the price of their products but don’t let that stop you: Korean beauty stores are always generous with their testers so even without buying something, you can usually get a good deal or simply experience a product with a higher price point. That being said, the tours and experiences featured here are often affordable, sometimes even free.

#1

Amore Pacific Headquarters  

Image Credit: apgroup.com

Cosmetics Category: Skincare, haircare, makeup 

Price Category: $

Address: 100 Hangang-daero, Yongsan-gu, Seoul, South Korea

Lisa's Take

Amore Pacific is the largest conglomerate in the Korean beauty industry and they not only own Laneige, Sulwhasoo, Innisfree, Etude (formerly Etude House), and many more well-known brands but they're also the inventor of the cushion foundation. The company itself has 3 different Amore Pacific spaces, two of which I'd like to introduce to you because they're all unique and take you behind the scenes of Korea's cosmetics industry. The Amore Pacific Tower is the futuristic yet nature-inspired workplace of many employees of Amore Pacific and their sub-brands but even if you don't work here, you can (and most definitely should!) visit because it's heaven for any beauty and skincare nerd. 

Image Credit: apgroup.com & @amorepacificmuseum

Reasons why you should visit 

• In their Amore Store, you can test over 600 (!) of their products, from toner pads to face masks and good quality haircare, many of which have not been launched overseas yet.

• The store also hosts a lounge where you can unwind from Seoul's busyness and take in the calming energy of the building.

• You can experience an immersive exhibition that features art, research, publications, and programs all supporting local communities. It was started in 1979 by Amore Pacific's former chairman Suh Sung-whan.

• Take a photo with their huge compact mirror installation in front of the building, a sculpture by artist Olafur Eliasson.

• Experience world-class architecture: The HQs were designed by acclaimed architect Sir David Alan Chipperfield who has won countless prizes for his modern, sustainable designs. The building is stunning and features calming greenery, open workspaces to sit and collaborate and elements even light up at night making it appear as if it’s glowing from the inside out. 

• Discover the somewhat secret art installation “Infinite Bloom” by US media artist Leo Villareal on the 5th floor with a breathtaking view over Seoul. 

• If you're a BTS Army, the HYBE building is within walking distance. 

Tour

Image Credit: apgroup.com

Inside the building: 

• The AMORE STORE: Check out all their products & brands + chill in their lounge  

• APMA (Amorepacific Museum of Art): Permanent art & culture exhibition open to the public

• 5th Floor: Art Installation “Infinite Bloom” 

Outside the building: 

• Compact mirror installation

#2 

The House of Sulwhasoo

Image Credit: sulwhasoo.com

Cosmetics Category: Skincare & bodycare 
Price Category: $$-$$$ 

Address: 18, Dosan-daero 45-gil, Gangnam-gu, Seoul, South Korea (Bukchon Flagship Store)

Lisa's Take

This is probably one of the most beautiful hanok spaces in Seoul and a great place to experience Korean skincare and learn more about its history. Even if you don't want to/or can't afford to visit their fancy spa, I love that you can try all their luxury products, get a skin consultation, and take aesthetic pictures of the scenery which makes for the perfect bouchie day in Gangnam. 

Image Credit: sulwhasoo.com & @sulwhasoo.official

Reasons why you should visit 

• Dive into the heritage of Korean skincare and learn about ginseng + other natural ingredients 

• Have your skincare products wrapped in traditional Korean gift packaging 

• Experience a facial with jade and white porcelain in a calming atmosphere

• Take beauty classes to learn about the culture of Korean skincare 

• Try their luxurious serums even if you don't purchase (their First Care Activating Serum is THE holy grail many of my Korean friends’ moms use for fine lines!) & get a skin consultation 

• Watch the sun set over Seoul from their serene rooftop 

• Discover traditional Korean Hanok house & interior design from the 1930s fused with Western-style architecture from the 1960s

• Walk in the footsteps of Black Pink Rosé & their new brand ambassador Tilda Swinton who shot this year’s 2023 Sulwhasoo campaign here.

Image Credit: sulwhasoo.com

Tour/Floor Plan

• 1st Floor: Heritage Room that tells Sulwhasoo's story 

• 2nd Floor: Boutique (Product store with consultation service) + gift wrapping service 

• 3rd Floor: Culture Lounge (K-beauty classes) + VIP Lounge with tea service 

• 4th Floor: Balance Spa (remember to make a reservation: Book your Spa Appointment) with a relaxing view of Dosan Park

• Underground Floor: Anti-Aging Spa that offers fancy treatments inspired by Korean herbal medicine 

• Rooftop: Lounge with a gorgeous view 

#3

Amore Beauty Park

Image Credit: mamonde.com

Cosmetics Category: Skincare, makeup, bodycare, fragrance  
Price Category: $

Address: 37 Gajangsaneopdong-ro, Osan, Gyeonggi-do, South Korea

Important: Reserve the tour here

Lisa's Take

I haven't seen any non-native Korean beauty creators talk about this space, probably because most of the information is only accessible in Korean and it is located outside of Seoul so let me introduce you to this gem because if you skip this, you're missing out of the literal K-Beauty Disneyland: Amore Beauty Park features not only a whimsical botanical garden, and a secret beauty archive featuring vintage products dating back to the 1950s, but gives you exclusive insight into their factory, all while being a social contribution center that collects and preserves plant resources for the future. To get access, you have to book the "The Amore Factory Tour" (see link above), which will tour the whole park. Amore Beauty Park is an hour and a half of a ride from Seoul but if you're a die-heart skin care lover, this will be such a worthwhile and unique day trip, I promise you won't be disappointed. 

Image Credit: mamonde.com & apgroup.com & design.amorepacific.com & blog.naver.com/la_korea

Reasons why you should visit 

• Their "Factory" is such a fun and interactive space that brings to life how products are made and you'll get a front-row seat to all the research and production that goes into creating some of the most popular Korean beauty brands. 

• You can discover over 1.480 raw materials and plant species in their botanical garden by exploring their 16 (!) thematical spaces, here are just a couple of my favorites: 

• Space #1 Amorepacific Garden: Meet plants the cosmetic chemists of Amore Pacific love formulating with like camellia trees, green tea trees, peonies, and more.

• Space #2 Functional Plant Garden: Here, you'll find plants used in K-beauty to deliver skin benefits such as hydration, moisturization, skin soothing, and brightening.

• Space #3 Rose Garden: Marvel at the different rose species used majorly as high-end fragrant ingredients.

• Space #4: Oriental Herbal Medicine Garden: Here, you can check out over 100 medicinal herbs such as sorghum, white bellflower, licorice, and Sulwhasoo's star ingredient ginseng.

• Space #5 Mamonde Garden: Mamonde is a brand with a 28-year-long history of flower cultivation, ecology, and botanical formulation, it's just absolutely beautiful walking through their blooming magnolias, daffodils, lilies, and roses. 

• Space #6: Exhibition Greenhouse: Features 150 species of plants that you can observe throughout their life cycle.

• But that's not all: You can also explore their herb, grain, rock garden, and more. 

• You'll also learn all about the history of Yun Dokjeong, the mother of Amore Pacific's founder who taught him how to formulate plant oils and focus on the quality of the product. 

• In their archives, you'll also get to see their very first product ("Melody Cream"), as well as machine equipment, old beauty ads, editions of Korea’s First Monthly Beauty Magazine Hwajanggye), and even nostalgic uniforms of past employees.

• If you are a sustainability/zero waste enthusiast: The park was the first in Korea's cosmetics industry to be internationally certified as a zero waste landfill: Amore Beauty Park has a recycling conversion rate of 94% meaning they convert 4,043 tons out of 4292 tons of total generated waste they produce into new, reusable resources (source).

Tour

Image Credit: mamonde.com

Amore Factory: An experimental space where you can get an exclusive behind-the-scenes of their cosmetics production and manufacturing philosophy 

1st floor "Factory Station": You can imagine it like a library that features cosmetics produced in the last 30 days, as well as a large media wall that showcases the intricate packaging and manufacturing processes.

2nd floor "Factory Archive": This is an exhibition space that shows cosmetics production throughout history since the company's founding in 1945. 

3rd floor "Factory Walk": Here you can take a VR tour and learn all about the latest, most innovative manufacturing processes. 

Botanical Garden: Experience 16 thematic botanic spaces that bring to life the plants Korean brands use and cultivate.  Archive: Explore historical product packaging and beauty memorabilia 

#4

Tamburins

Image Credit: tamburins.com

Cosmetics Category: Fragrance 

Price Category: $$

Address: Korean fragrance brand Tamburins has a total of 4 different stores in Seoul and they're all uniquely curated: In terms of experience, the ones that stood out most to me were their Shinsa, Dosan, and Seognsu stores.  The Dosan location one has crane-like creatures slowly moving in unity as you're browsing through their artisan scents, while the Shinsa store features a beautiful interior and their famous black horse I'm sure you've seen all over your social media. The Seongsu store is probably the artsiest, with an abstract interior and larger-than-life human statues that are both a little bit creepy but cool at the same time. 

Flagship Store Seongsu: 8 Yeonmujang 5-gil, Seongdong-gu, Seoul

Tamburins Store Dosan: 50 Apgujeong-ro 46-gil, Gangnam-gu, Seoul, South Korea

Flagship Store Shinsa: 44 Apgujeong-ro 10-gil, Gangnam-gu, Seoul

Lisa’s Take

This Korean beauty brand is one of my personal favourites and no matter the location you choose, it feels unreal the minute you walk in: run by a subsidiary of COMBINED, the same company that owns idol eyewear brand Gentle Monster, this chic Korean fragrance brand serves couture fragrances and artisan creams. I love their philosophy of going slow, rather than rushing things: when they opened the doors to their Gangnam flagship store for the first time in 2017 they only had one product on display and it took them another year to grow their product display to three items, which they did on purpose to stand out among the popular stores and big brands in the Gangnam area.

Image Credit: tamburins.com & @tamburinsofficial

Reasons why you should visit 

Image Credit: tamburins.com

• Their stores turn into experimental exhibitions that constantly change when they release a new scent and always offer so many fun things you can do, from photo booths to mini galleries and generous free samples.

• All of their stores are such great inspirations if you love fashion and technology because they often feature the latest trends and up-and-coming Korean visual artists.  

• The staff is professional and not pushy and will help you find your perfect scent even if you only have a vague idea of what you’re looking for or are new to the world of fragrance, they really try to make sure you’re having the best beauty shopping experience. 

• If you visit their store inside Dosen Haus, you can also check out some fancy sunglasses at Gentle Monster on the next floor and have an overprized (but totally worth it, I promise!) funky pastry or Americano at Nudake, their artsy concept cafe and one of my favorite hip cafés in the Gangnam area. 

Tour Tamburins Store Dosan Haus

• 1st floor: Nudake (café)

• 2nd floor: Tamburins (fragrances) 

• 3rd floor: Gentle Monster (sunglasses) 

#5

Klairs 

Image Credit: @klairs.global

Cosmetics Category: Skincare 

Price category: $-$$

Address: 44 Nonhyeon-ro 153-gil, Sinsa-dong, Gangnam-gu, Seoul, South Korea

Lisa's Take

Klairs was probably one of the first brands you came across when you discovered Korea's world of skin care, yet it's still fairly unknown in Korea. With the opening of their first flagship store in Seoul, you can really tell they took their time creating a one-of-a-kind experience among all the beauty boutique stores in the area: Not only can you experience unique services like a tea room (reservation required!) and regularity hosted book clubs but the grand sink right in the middle of the store invites you to put their cleansers to the test and freshen up. 

Image Credit: @klairs.global & @klairs.seoul

Reasons why you should visit 

Image Credit: @klairs.seoul

• Every sales associate I've spoken to was well-trained when it comes to giving advice on which product or product line suits my skin best and all of them speak fluent English as well as Korean 

• You get to spin the wheel which will give you a very generous amount of testers 

• The entire store was really made for taking aesthetic pictures for social media, every corner is beautifully designed but not just that: all of the interiors were made to be sustainable 

• They host seasonal mini-markets where they help smaller stores sell their products which are often related to a new product line 

• Once you step through their doors, you're greeted with a calming cup of tea and a serene atmosphere 

• They offer many vegan products 

Tour

• 1st floor: Shop their products, spin the wheel to win samples & test out cleansers & Co. at their large sink

• 2nd floor: Tea room & curated seasonable book collection (Korean & English) & event space

#6

Laneige Showroom

Image Credit: laneige.com

Cosmetics Category: Skincare & makeup 

Price Category: $-$$

Address: 50-17 Myeong dong 2(i)-ga, Jung-gu, Seoul, South Korea

Lisa's Take: Cushion foundations are one of the best-selling Korean beauty products domestically, as well as worldwide, and Laneige's stunning showroom which opened in 2020 takes cushions to the next level: The most exciting part of this gorgeous store is an adorable robot that custom-makes your cushion foundation to perfectly match your exact skin tone, skin type, and skin needs. Multiple makeup brands offer this service in and around Seoul (Etude as well) but in my opinion, Laneige does the best job at matching your skin tone. Make sure to reserve in advance, below you'll see how. 

Image Credit: laneige.com & @showroom_laneige

Reasons why you should visit 

How cute is this robot please?! Image Credit: laneige.com

• Finding diverse (especially deeper!) color shades can be tricky when it comes to K-Beauty cushions but with this service, you'll get your customized shade number so you can order your exact match for years to come and you can decide between cushion or liquid foundation.

• They often have seasonable events, great 2+1 options, and sales which really adds up, especially with their pricier items. 

• The streets of Myeongdong, where the Laneige store is located, are also home to many other different brands all within walking distance including the whimsical "Stylenanda Pink Hotel" of the makeup brand 3CE, Nature Republic, HERA, Skinfood, the Olive Young Myeongdong flagship store, an Innisfree flagship store, as well as smaller independent beauty stores that are worthwhile checking out, too. 

• The Laneige robot makes heart signs while mixing your foundation which is literally the cutest thing in the world and will definitely go down in your beauty diary. 

How to book

If you can't navigate Naver, you can go also to the store and make an in-person reservation for a cushion foundation match session. Make sure you arrive on time for your cushion session and do not send them DMs if you'd like to make a reservation because they currently don't accept bookings via Instagram DM. 
1. Go to Laneige's dedicated store Instagram: @showroom_laneige and click the link in their bio
2. Click the 'BOOK' button
3. Select the schedule (date, time), service (cushion or foundation) and click the 'BOOK' button
4. Confirm your final schedule and click the 'BOOK' button
*Reservations open up on the 20th of every month.

Lisa is a Cosmetics Marketer & Science Writer with 10 years of experience in curating Korean skincare. When she isn’t taking care of Eucerin’s global brand messaging, she’s researching K-beauty's latest launches and Seoul’s places to be for The Skin Special blog and podcast.