Seoul Searching: 7 Stores For Your Beauty Pilgrimage

If you’re a beauty lover, you’ll feel like a kid in a candy store at Olive Young AKA the “Sephora of Korea” which has been around since 1999. It offers an extensive range of K-beauty products from brands such as Laneige, Mediheal, Anua, Beauty of Joseon, and ROUND LAB. You can check out the store’s current bestsellers on their official website if you need some help in making your shopping list. 

Locals and foreigners flock to the Olive Young Myeongdong flagship store to enjoy exclusive buy-one-get-one deals and tourists can also conveniently get tax refunds. Be prepared for the crowds and queues even before the store opens. If you prefer a less hectic experience, you can consider visiting one of Olive Young's many other branches throughout Seoul.

(Photo from: koreajoongangdaily.joins.com)

Opening Hours: 10 AM–10:30 PM daily

Experience your own main character moment when you enter into Stylenanda which boasts of interiors designed to look and feel like you’re in a hotel from another universe.

In April 2024, the store was renovated with futuristic space-themed elements. You’ll find captivating shades of pink and various dreamy photo zones so get ready to fill your gallery with Instagram-worthy shots! The first and second floors sell 3CE products — which are endorsed by (G)I-DLE’s Minnie and NCT’s Yuta —, while the third through fifth floors contain apparel shops and the Space Casino Café (fifth floor).

Fun fact: this spot is also one of the filming locations of XO, Kitty where Yuri visited for her shopping spree.

If you’re a beauty lover and a cinephile, you can also check out the brand’s 3CE CINEMA Flagship Store, where your two worlds come together.

(Photo from: @3ce_official)

Opening Hours: 11:00AM - 10:00PM daily

If you’re a beauty enthusiast with a nature-loving heart, you’ll feel right at home at Amorepacific’s flagship store AKA Amore Seongsu. 

The place has raw, nature-inspired interiors and new monthly beauty pop-ups with fun concepts and personalised services. You can create your own foundation and lipstick and enjoy beauty classes taught by the experts. You’ll find over 30 popular brands here such as Sulwhasoo, Laneige, Mamonde, Etude, and INNISFREE and thousands of products laid out on three floors.

Beyond beauty, you’ll also get to treat your senses to a tranquil nature walk at the Seongsu Garden which is located at the heart of the store.

(Photo from: @amore_seongsu)

Opening Hours: 10:30AM - 8:30PM daily (Closed every Monday and on public holidays)

Tamburins is a viral perfume brand endorsed by Mantra singer Jennie Kim and Lovely Runner star Byeon Woo Seok. It has multiple flagship stores in Seoul, but if you only have time to check out one spot, we recommend visiting its artsy Haus Dosan branch which also houses its parent company Gentle Monster as well as the fantasy-inspired dessert brand Nudake. Get ready to feast your senses as this place aims to combine all three brands for one unforgettable experience. 

Beyond perfumes, Tamburins offers bodycare and haircare products, hand creams and candles. The brand became known for its fragrances which aim to evoke deep emotional connections and packaging which makes you feel like you’re taking home a piece of art with you.

(Photo from: tamburins.com)

Opening Hours: 11:00AM - 9:00PM daily

After getting your fill of all the sights and sounds of the vibrant and bustling city of Seoul, you might want to pause and enjoy a luxurious spa day at Sulwhasoo’s flagship store.

Here are several things you can do at this gorgeous place. You can enjoy facials, massage services, and techniques inspired by Asian traditions at the Sulwhasoo Spa on the basement level and at the Balance Spa on the fourth floor. There’s also a place where you can relax and enjoy the view overlooking Dosan Park. You can also lounge on the third floor and savour Korean tea and refreshments. 

Before leaving, check out the boutique on the second floor for its seasonal offerings and exclusive items.

(Photo from: sulwhasoo.com)

Opening Hours: 10:00AM - 8:00PM daily (closed every first Monday of the month,

New Year’s Day, Seollal, Chuseok)

TikTok-viral brand fwee became known for its pigmented Lip & Cheek Blurry Pudding Pot and fans of the brand — including TWICE’s Nayeon — adored the mini version which has a keyring attached to it. 

At the brand’s store, you’ll discover other sweet products apart from the pudding pot such as gloss, mascara, eyeliner, eyeshadow, and more. There are various stations where you can swatch the products and choose the perfect shades. You can also get a complimentary pudding pot keyring with your purchase — just check with the staff for the exact details or if there are other limited-time promos during your visit.

You can expect a lot of locals and tourists at the place, so you might want to visit during the weekdays. 

(Photo from: @fwee_makeup)

Opening Hours: 10:00AM - 5:00PM 

If you’re obsessed with all things perfume, you wouldn’t want to miss out on Diptyque's flagship store in Seoul. In 2022, it was the French brand’s largest one — before the Paris branch was built this year —, so you can expect to find its wide range of perfume collections, home fragrances, and other limited-edition items. There are also personalised engraving and gifting services in the store.

Inside the store, you’ll enjoy its cosy atmosphere and its areas reminiscent of a Parisian home.

(Photo from: stores.diptyqueparis.com)

Opening Hours: 11:00AM - 9:00PM daily