K-Pop and K-Beauty. Korean culture, creativity, and excellence has taken the world by storm. And Seoul is ground zero for this worldwide K-culture phenomenon.
So, let’s get that skin prepped and ready for a bounty of K-Beauty. These are the stores and experiences not to be missed.
Dr. Jart+
GANGNAM
Step from the busy streets of Gangnam into the unearthly space of Dr. Jart+’s flagship store. The brand has been around since 2005 and it’d be understandable if you thought Dr. Jart was a real person, but the name, Dr. Jart+ takes skincare’s best innovations (Dr.) and joins (J) them with artful experiences (art). The hyperformancederma skincare has earned the brand a cult following across the world. The products are super fun to use too.
Now back to this store, or rather this “experience”. The brand’s flagship store is crafted inside and out to look like an enormous filtration device evoking an aesthetic of purification and cleansing. You enter through an airlock, sip on water distilled through an elaborate purification device and receive prescriptions based on your skin condition, health, and mood.
We’re here for it.
Innisfree
MYEONG-DANG
Innisfree is all about affordable and effective skincare solutions, and for many is the gold standard of Korean skincare. It’s been going since 2000 and uses 14 natural ingredients to create skincare solutions that work for all skin types.
You’ll find a few stores dotted around Seoul, but the brand’s flagship store is in Myeong-dong. The ground floor is packed with Innisfree signature skincare (yes, please) and a welcome solace from the busy streets outside.
Stylenanda
HONGDAE & MYEONG-DONG
Stylenanda has been around since 2004 and is a fashion and beauty brand loved by Gen Z and Millennials in Asia and across the world. Think skincare, make-up, and more.
And if you love pink, you’re in for a treat. The brand has two flagship stores – one in trendy Hongdae and one in the busy shopping district of Myeong-dong – that take pink to the next level and offer a unique experience. Head to Hongdae for the Pink Pool Café or Myeong-dong for the Pink Hotel. The products are great, and the décor is next level.
Amorepacific
SEONGSU-DONG
Head to the store in Seongsu-dong for an intriguing experience inside rough concrete walls. The setting is rustic and minimal and has an ecological garden reminiscent of a primeval forest on Jeju Island. You can see the plants that have inspired the products. The beauty library is packed with more than 1600 products – book in for a 1 to 1 for expert advice.
Head to the store in Seongsu-dong for an intriguing experience inside rough concrete walls. The setting is rustic and minimal and has an ecological garden reminiscent of a primeval forest on Jeju Island. You can see the plants that have inspired the products. The beauty library is packed with more than 1600 products – book in for a 1 to 1 for expert advice.
Sulwashoo
JONGNO-GU
Step into traditional Korea with a visit to the Sulwashoo flagship store in Jongno-gu. Sulwashoo is a luxury skincare brand that specialises in herbal ingredients that offer incredible benefits to the skin.
This store is incredible too. Located at the heart of the Hanok village of Bukchon, it’s inspired the brand to focus on its philosophy of “Beauty from Culture”. Framed as a traditional Korean house, the House of Sulwashoo features boutiques for product recommendations, a salon, a tranquil garden, and rooms packed with traditional aesthetics.
Tamburins
GANGNAM & JONGNO-GU
Tamburins is a new player on the K-Beauty scene, launching in 2022. It might not yet have the worldwide fame of some of the others, but if you know your K-Beauty this is one to visit.
The brand has three flagship stores – two in Gangnam and one in Jongno-gu – that are more art galleries than beauty spots. Think colourful hanging woven baskets and giant moving sculptures and you’re on the right lines. The aptly named House Bankruptcy store in Gangnam sounds like the ideal place to part with your won.
Beauty of Joseon
JONGNO-GU
Beauty of Joseon’s philosophy is to create skincare products that deliver a sense of comfort and relaxation to the skin. The cruelty-free brand used Hangbang ingredients – a traditional Korean medicinal approach focused on natural ingredients with therapeutic properties.
Their flagship store in Jongno-gu is all about relaxation and creating a haven away from the busy streets of Seoul. It’s not an experience like some others, but the skincare products are always worth the trip.
Chicor
ACROSS SOUTH KOREA
Bold, brash, and loud. Relaxing , and tranquil this is not. It’s pure K-Pop and we’re fully on board.
Chicor was launched by department store Shinsegae – the idea was to create a modern shopping experience that blended fun with a little sophistication thrown in too. It’s boomed over the last few years with 26 stores across Korea.
Here you can pick up global and local brands, and soak in the video walls, bright packaging, and a Gen Z vibe.
Aland
MYEONG-DONG
Another multi-brand store, Aland is a four-level store packed with beauty, fashion, and accessories. If you’re not obsessed with just one brand and want your K-Beauty fix across the spectrum of products, this is the one for you. Choose from 700 brands both local and international.
It’s right at the heart of Myeong-dong, with stores in Sinsa-dong and Hongdae too.
Finding and booking K-Beauty experiences in Seoul
MORE THAN JUST PRODUCTS
Shopping and buying K-Beauty products is one thing, but the K-Beauty experience can be so much more. There are salons, spas, and makeup artists a plenty. And you can even journey into the Korean countryside from Seoul to get up close and personal with experiences like Park Mist making. You’ll also find trips into botanical gardens to learn about the plants that bring us many of these wonder ingredients.
Speak to your hotel concierge or search online to book your experience, whether a trip into the forest or a day being pampered at a spa.
Now you know where to get your K-Beauty fix in Seoul, it’s time to discover the best street food, budget accommodation, and how to get around.
Thinking of travelling to Seoul? Skyscanner can help you find the best flights, hotels and car hire deals for your next trip.
