03 Nov Seoul Korea: Ultimate Beauty Shopping Guide
Seoul, Korea is a paradise for beauty fans with its massive selection of skincare, makeup, haircare, beauty tech devices and fragrance choices- and it can be an overwhelming experience even for the most seasoned of beauty insiders. I’ve done the homework and curated a comprehensive shopping guide in Seoul for all things beauty in this blogpost- top beauty shops, flagships, personalised beauty labs, niche scent houses, pro makeup tool shops with insider tips.
Save this cheat sheat to navigate Seoul’s beauty spots strategically. For a list of must do beauty experiences in Seoul, Korea, please check out this related blogpost, Best Korean Beauty Stores & Experiences in Seoul.
Olive Young N Seongsu is Korea’s largest Olive Young store. If you only have one for store, make Olive Young N Seongsu your priority. It has everything you didn’t know you needed.
One stop shop for all your beauty needs: Olive Young and Chicor
If you only have time for one stop, head to Olive Young, but make it the biggest Olive Young in Korea i.e. Olive Young N Seongsu. Olive Young is Korea’s biggest beauty retailer with more than 1300 stores in Korea, with an Olive Young store in almost every street. Olive Young N Seongsu opened its doors in November 2024, and consists of 3 floors of shopping zones with an unparalleled range of beauty products from local and international brands.
Olive Young N Seongsu gets crowded from noon, so head over early to secure your free skin analyses and other services
Besides the usual skincare, makeup, hair care and fragrance range, Olive Young N Seongsu also has zones dedicated to wellness (nutritional supplements), men’s wellness, pop ups and a cafe. I recommend going early if you want to enjoy a free skin analysis with skincare recommendations from Olive Young N Seongsu staff; this service only accepts walk-ins with no reservations.
Exclusive Olive Young branded merchandise for its N Seongsu outlet
Protip: I recommend going early if you want to enjoy a free skin analysis with skincare recommendations from Olive Young N Seongsu staff; this service only accepts walk-ins with no reservations. Olive Young does not offer gifts with purchases, but at selected outlets, you can redeem free gifts from the vending machines by signing up for Olive Young membership.
Chicor- another big beauty chain in Seoul, Korea
A close second to Olive Young in Korea is Chicor, from the Shinsegae departmental store. Chicor is another multi-brand beauty store, with many outlets in Seoul. Product selection in Chicor is also impressive, with brands like Tamburins and Nonfiction also sold exclusively in Chicor. Between Olive Young and Chicor, I prefer Olive Young for its wider product range.
Hemoko was one of my favourite finds for niche, cult favourite K-beauty brands.
Indie beauty favourites: HEMEKO
For lesser known beauty brands that are favoured by makeup artists and Korean celebrities, head to HEMEKO in Hongdae or Myeongdong. HEMEKO is the place to discover indie K-Beauty and niche brands like AOU (the lip balms are used by Jennie from Blackpink and Kim Ji Won), A.chi, GLOW, Killit, Haua and Heveblue. Don’t expect mainstream brands you’d find at Olive Young and Chicor.
AOU lipbalms at HEMEKO!!
Protip: HEMOKO Myeongdong is the larger outlet; and it gets very crowded in the evenings and weekends
Daiso Korea is a treasure trove of affordable beauty buys including skincare and makep from well known Korean brands!
Budget beauty collaborations: Daiso Korea
Daiso Korea has partnered with established K-Beauty brands like Jung Saem Mool Cosmeticis (Zoom) , Too Cool for School TAG), Tonymoly (Boconcept), Clio (Twinkle Pop), LG Household & Health Care (Code Glokolor) and Mamonde (Mimo by Mamode) to create diffusion lines for under 5000 Korean won, exclusively for Daiso Korea.
Update January 2026: The newest cosmetic brand to collaborate with Daiso for an exclusive makeup range is Jung Saem Mool. The Daiso makeup range is called Zoom and features base makeup products such as foundation, cushion, and fixer priced between 1,000 and 5,000 Korean won.
VT Cosmetics, the brand behind the popular spicule skincare VT Reedle Shot also has a spicule and PDRN skincare range exclusive to Daiso Korea; and at a cheaper price point than its main range. If you’re looking for makeup tools like foundation spatulas or mixing trays, the makeup tools are also at affordable price points in Daiso Korea.
Popular Korean brand VT Cosmetics has a diffusion line exclusive to Daiso Korea
Protip: Do your homework and check the details at Daiso Korea. The bargains come with a trade off. For example, VT Cosmetics’s Daiso collaboration is not the same as it main skincare range. VT Cosmetics Daiso range contains smaller amounts of PDRN and in comes in smaller product quantities.
Inside The Hyundai Seoul
The Luxe Collections: The Hyundai
For luxury Korean beauty brands like Sulwhasoo, Oera, O Hui and the History of Whoo- head to the beauty hall for departmental stores like The Hyundai Seoul, Lotte World Mall and The Shilla Duty Free Seoul.
My favourite among these departmental stores is The Hyundai in Yeouido. K-drama fans will recognise this massive mall from the hit K-drama, Queen of Tears. The Hyundai Seoul is a beautifully designed space, and the selection of trendy local brands and ongoing pop ups make it a refreshing shopping experience. When I visited in October 2025, The Hyundai Seoul was running a pop up for K-drama, Bon Appétit, Your Majesty. The food hall in The Hyundai Seoul is also another great experience for foodies.
Protip: For exclusive and interesting brand experiences, head to the flagships of these brands instead.
Jung Saem Mool flagship in Gangnam
Elevated Experiences: Flagships
While the beauty halls of the department stores are convenient stops, I prefer heading to flagship stores (sometimes referred to as “concept stores”) for immersive brand experiences. Flagship stores often offer unique experiences like special services and exclusive items.
Inside the Sulwhasoo flagship in Bukchon Hanok Village
One of my favourites is the Sulwhasoo flagship in the historic Bukchon Hanok Village. The Sulwhasoo flagship in Bukchon is a blend of a 1930s traditional Hanok and a modern Western-style Yangok, which mirrors Sulwhasoo’s philosophy of bridging Korean hanbang and modern skincare science. The flagship houses a gallery, and rooms dedicated to artistic displays from Sulwhasoo’s heritage; and a garden on the second floor. After shopping in the boutique, I got to enjoy Sulwhasoo exclusive treats in the private lounge- once it was ginseng gelato, and most recently in Autumn it was warm ginseng tea and preserved fruits.
Dasique flagship in Seongsu
Dasique’s flagship in Seongsu was also a lovely experience when I visited. Dasique is famous for its soft colors, luminous makeup and girly, pretty packaging. The Dasique flagship embodies this aesthetic with its romantic pastel colors and abundant floral displays. Besides the showroom on the ground floor, the second floor houses a cafe that’s perfect for photos; and its sister scent shop, After Blow in the basement. Plus, it’s a short walk to the Dior pop up, TirTir flagship and Tamburins.
Protip: Ask if these flagships offer exclusive products, packages or gift wrapping.
Renvoir Brush in Hongdae, Seoul
Brushes
What would makeup application be without the right tools? Seoul is another haven for high quality makeup brushes. Perhaps the most famous on social media would be Ancci in Hongdae; Hollywood actress Zendaya bought their brushes. I went to Revoir, which owns their own brush making factory. Revoir carries a wide range of brushes with natural (i.e. animal fur) to synthetic bristles and I was overwhelmed by the selection. The shop assistants were extremely warm and helpful in helping me select brushes and even gave me a crash course in the different types of animal furs used in their brushes. Prices at Revoir were very affordable; and the shop also offers an engraving service for the brushes.
AMORE Seongsu
Personalised beauty and makeup classes from the pros: Amore Pacific flagships
Tired of buying beauty products that turn out to be unsuitable for your skin? Then consider creating your own personalised skincare and makeup. I recommend visiting the Amore Pacific flagship
If you’re into creating your very own makeup products, I recommend visiting the Amore Pacific flagships in Seongsu and Yongsan. Amore Pacific is one of Korea’s biggest beauty conglomerates; and owns brands like Hera, Sulwhasoo, Laneige, IOPE, CosRX and tea brand Osulloc.
AMORE Seongsu’s massive skincare and makeup gallery
Both Amorepacific flagships serve as showcases for their brands; and offer customised makeup services. Choose from the Hera Silky Stay Custom Match service, which allows you to shade match your Hera foundation from 125 shades. If you make a reservation online in advance, you get to enjoy a consultation with a makeup artist on site to help you to select the right foundation color, using a technology from Korea Advanced Institute of Science & Technology (KAIST) to evaluate your skin tone. The formulation manager then proceeds to create the foundation on the spot.
Following the success of the Hera Silky Stay Custom Match service, Amorepacific has also introduced a similar custom matching service for its Hera lipsticks. Hera’s Sensual Lip Custom Match allows users to personalise their own Hera Sensual Lip product by customising their shades and finishes.
I’ve shared my experience visiting the Amorepacific flagship in Best Korean Beauty Stores & Experiences in Seoul . The Seongsu flagship is conveniently located; and within walking distance to cafes and shops. The Yongsan flagship is located within the Amorepacific headquarters itself; and comprises the Amorepacific Museum of Art and Osulloc tea house.
Protip: Book in advance through this link to reserve an appointment for these personalisation sessions. Walk ins are usually not entertained although you can use the self-measuring device and color cards in store to select your personalised Hera Silky Stay Foundation.
Hongdae Hongik Pharmacy is a bustling, tourist friendly pharmacy for all your trending, must buy Korean skincare
Pharmacies
Blurring the line between medications and cosmetics are local pharmacies (약국, yakguk) in Korea. Skincare from Korean pharmacies, especially acne creams and PDRN products have gone viral on social media; and some of these over the counter products are only available in Korean pharmacies. I share a list of trending “Korean pharmacy must buys”; and examine their skincare science and alternative options in Viral Korean Pharmacy Skincare Review.
Two pharmacies in Seoul I found to be a good experience: Hongdae Hongik pharmacy and Ready Young pharmacy
Pharmacies are plentiful in Seoul; and I visited 2 pharmacies that I found to be very tourist friendly- the pharmacists spoke English, trending products were well stocked and tax refunds were immediate. If you’re in the Hongdae neighbourhood, I recommend visiting the Ready Young pharmacy (wider range of skincare, but further from Hongik train station); and the Hongdae Hongik Pharmacy (more convenient location but smaller space and product selection).
Protip: It can be overwhelming in the pharmacies with the selection, and speaking to a pharmacist can be helpful. Alternatively, my guide to Korean pharmacy skincare helps you understand the ingredients and benefits of popular Korean pharmacy skincare.
Tamburins, Seoul
Korean scents and fragrances
Korean fragrance brands are making a name for themselves at home and abroad for their sophisticated notes and sculptural packaging. Perhaps the best known of all Korean scent brands is Tamburins, from the Gentle Monster brand. For K-pop fans, Tamburins was previously fronted by Jennie of Blackpink and now, Felix from Stray Kids. The Tamburins stores in Apujeong and Seongsu are part galleries and part showrooms that offer an immersive, avant garde shopping experience. I love their perfume hand creams (comes in the cutest egg shaped containers!) and their solid perfume balms.
Nonfiction, Seoul
Other notable Korean fragrance brands that I recommend checking out are Nonfiction (Hannam-dong), Granhand (Bukchon Hanok village) and Soohyang (Gangnam). You’ll definitely find a perfume, candle, cream or balm that’s up your alley from them.
I’m currently obsessed with Hetras’ diffusers!
My current favourite Korean fragrance brand is Hetras. Like most Korean beauty brands, Hetras marries both fragrance and art in its flagship store in Seongsu; and products. G-dragon is reportedly a fan of Hetras’ diffusers too! Hetras carries a very wide range of diffusers, hand creams, body washes and lotion which are surprisingly. I’m currently diffusing Hetras Baby Cotton in my clinic- love the airy, light and crisp notes.
025s POINTTWOFIVE SECOND, Seoul
For tea drinkers, 025S – POINTTWOFIVE SECOND is a niche Korean fragrance brand that offers Korean teas in its Seongsu and Bukchon outlets. Book ahead for 025s’ Tea Thology tea tasting session that pairs Korean snacks with its tea course. The dramatic entrance of the 025s Seongsu flagship is a sight to behold; with a strong contrast of bold steel plates in the perfume gallery against the soft, gentle curves of the interiors. The tea house on the top floor, is in an airy, light filled space that feels traditional and modern at the same time.
Must visit for beauty flagships, pop-ups and cafes: Seongsu-dong
The must visit beauty neighbourhoods
Everyone talks about Gangnam and Myeondong for K-beauty shopping. However, my go-to neighbourhood for all things beauty is Seoul is Seongsu-dong. Once an industrial district, Seongsu has now transformed into an edgy, fashionable neighbourhood with beauty flagship and pop ups. Must visits in Seongsu are Olive Young N Seongsu, Amorepacific flagship, and flagships of major beauty brands like Hetras, Dasique, Rom&nd, fwee, Tirtir and Dior. Look out for pop ups for up and coming brands too. Often, they offer special deals and generous freebies.
One highlight of Myeongdong: the Laneige flagship; where you can customise your own cushion foundation.
Myeongdong would be a runner up for K-beauty shopping. Myeongdong is very crowded, but is densely concentrated with Korean beauty brands stores like Laneige, Etude House and Missha. There are also many third party retailers offering generous discounts and offers on Korean skincare; but beware of the authenticity and expiry dates.
Sulwhasoo spa in Gangnam: a luxurious respite after shopping!
Gangnam and Garuso-gil is the hub for skin clinics in Seoul; but also where you’ll find beautifully designed shops from international and niche brands. My recommendations to visit in Gangnam are the Sulwhasoo flagship and spa in Dosan, Tamburins and Jung Saem Mool flagships. I’ve reviewed my spa experience of a Sulwhasoo facial in Review: Sulwhasoo Spa in Gangnam, Seoul.
Not related to K-beauty, but Itaewon is another neighbourhood that I love- museums, cafes and boutiques. One shop I really liked was Astier de Villatte, the Korean outpost of the French ceramics brand. Lots of artisanal crockery and displays, perfumes and vintage stationery.
I hope you found my guide to K-beauty shopping in Seoul, Korea to be useful. Save and share this guide with your friends! I’ll be updating this post with each trip to Korea, so check back for updates! If you enjoyed this post, you might also find my other beauty city guides useful:
A Beauty Connoisseur’s Guide to Shanghai, China
Milan, Italy: 5 Best Beauty Stores
Bangkok, Thailand: 5 Must Visit Skincare & Makeup Shops
5 Must Visit Beauty Stores & Experiences in Tokyo
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