K-Beauty Junkies, These Are Your Must-Visit Stores In Seoul

If you’re even slightly obsessed with skincare and makeup, Seoul is basically Mecca. The city doesn’t just sell beauty, it lives and breathes it. From multi-storey concept spaces that feel more like art installations than retail shops to indie brands quietly making waves with cult formulas, every corner holds something worth discovering. Whether you’re chasing that glass skin glow or just want to stock up on your holy grail SPF, Seoul’s beauty scene is an experience in itself.

Ahead, a curated hit list of the city’s must-visit beauty destinations, from flagships to hidden gems, to bookmark for your next trip.

Olive Young

Well, who doesn't know Olive Young? Seoul’s answer to an all-in-one beauty playground, Olive Young is more than just a drugstore it’s a full-blown sensory experience stacked with the best of K-beauty and beyond. Think of it as the beauty girl’s convenience store: aisles lined with cult skincare from Beauty of Joseon, Round Lab, and Torriden. Need a last-minute lip tint? A travel-size sunscreen? A sheet mask to fix your jetlagged skin before dinner? They’ve got you, and they’re open late.

You’ll find locations all over Seoul, from the packed streets of Myeongdong to the trend-forward lanes of Garosugil and Gangnam, but the Euljiro branch hits the sweet spot with its central location and well-stocked inventory. Whether you’re popping in for blotting papers or walking out with a full new skincare routine, one thing’s for sure: Olive Young is the kind of place where beauty hauls are basically inevitable.

30, Eulji-ro 11-gil, Jung-gu

Chicor

This flagship store is said to carry up to 250 global and Korean beauty brands that range from Nars to Bobbi Brown to smaller local brands. This might sound daunting when it comes to locating products that you love, but fret not because the four-storey store has been neatly divided into 10 sections according to product categories such as haircare, skincare, colour cosmetics, etc. Plus, shopping here also becomes a full pampering session, what with the beauty specialists that’re peppered about the store and ready to dole out one-on-one beauty services such as scalp massages and makeup touch-ups. 

441 Seosan Building, Gangnam Daero Road, Seocho-gu

Hemeko

If you know, you know, Hemeko is where the cool Korean girlies are quietly stocking up on the most covetable indie K-beauty finds before they hit the mainstream. Their newly opened flagship in Myeongdong is a two-storey sanctuary for skincare obsessives and beauty trend-chasers alike. It’s where you’ll find niche local brands like glow, House of Hur, AOU, and other under-the-radar gems you won’t spot at your average Olive Young run.

Unlike their more compact outposts in Hongdae and Dongdaemun, this flagship goes bigger and better with exclusive brands, try-before-you-buy product testing zones, and in-store-only deals that make your online cart feel a little less exciting. It’s the kind of place you walk into thinking you’ll just browse, and leave with a fully restocked beauty cabinet and a newfound obsession.

22-4, Myeongdong 8-gil, Jung-gu, Seoul

Mixsoon Flagship Store

Minimalist, vegan, and quietly taking over your FYP, Mixsoon is the skincare brand that proves less really is more. Their flagship store in Myeongdong is more than just a shopping destination, it’s a three-storey experience designed to pull you into the world of clean beauty, one serum drop at a time.

Inside, you’ll find a product showroom, beauty class zone, and photo spots so aesthetically pleasing they might just outshine your selfie. What sets Mixsoon apart isn’t just the sleek packaging or cruelty-free formulas, it’s the attention to skin education. Their free in-store skin analysis (yes, completely free and no purchase necessary) scans everything from skin type to pigmentation and fine lines, helping you build a routine that actually works for your face, not your feed.

For the skincare-curious, their beauty classes walk you through product ingredients, teach makeup basics, and even let you peek into the raw material extraction process. TLDR: it’s a skincare school, but make it Instagrammable.

8-5, Myeongdong 8-gil, Jung-gu, Seoul, Korea 04536

Tamburins Seongsu Flagship Store

Tamburins isn’t just a fragrance brand, it’s a full-blown sensorial experience, and its flagship in Seongsu feels more like stepping into an art installation than a perfume store. Best known for its sculptural packaging and sultry, skin-hugging scents, Tamburins has become a cult favourite, boosted in part by its ongoing collaborations with none other than Blackpink’s Jennie.

The Seongsu flagship is pure visual poetry. With its futuristic, gallery-like architecture, the space blurs the line between retail and exhibition. It’s designed to be wandered through slowly, each corner, each curve of the space elevates the act of shopping into something closer to ritual. Here, you can test-drive the full range of Tamburins fragrances and skincare, or just lose yourself in the surreal beauty of the store itself. Either way, you’ll leave smelling (and feeling) expensive.

8 Yeonmujang 5-gil, Seongdong-gu, Seoul, South Korea

Hince Seongsu Flagship Store

Tucked into the ever-cool streets of Seongsu, Hince’s flagship store feels like a physical extension of the brand’s ethos, soft, intuitive, and quietly chic. The space is intimate and warm, the kind of place where swatching a new lip tint feels less like shopping and more like self-discovery. You’ll find all of Hince’s cult favourites here: their airy cushion foundations, buttery-smooth tints, glowy base products, and eyeshadows in those effortlessly wearable shades that make “barely there” look intentional.

The vibe? Cozy but elevated, with thoughtful details like gift wrapping and exclusive in-store offers that make even a quick visit feel considered. And if you spend enough, you might just walk out with a little extra something, thanks to their rotating gift events. It’s not just about the products (though they do deliver), it’s about the kind of beauty that feels like you, just with better lighting.

15, Seongsui-ro 7ga-gil, Seongdong-gu, Seoul, Republic of Korea

TirTir Myeongdong Flagship Store

TirTir has officially landed in Myeongdong and their brand-new flagship is putting personalisation front and center. Best known for its viral cushion foundations and glowy skincare lineup, TirTir’s sleek new space is all about helping you find your perfect fit. The main draw? Their AI cushion foundation experience, where you can try out all 40 shades (yes, 40!) to find the one that actually matches your skin tone.

Inside, you’ll find rows of their cult-favourite lip balms and tints, alongside their hydrating serums and toners that have quietly built a loyal following. Expect tailored skincare consultations, exclusive in-store promos, and that satisfying feeling of swiping on something just right. Whether you’re new to the brand or a longtime fan, the Myeongdong flagship makes it feel like TirTir is finally giving the glow-up experience it deserves.

48, Myeongdong-gil, Jung-gu, Seoul

Nonfiction Seongsu Store

Nonfiction’s Seongsu boutique feels less like a store and more like stepping into someone’s impossibly serene, fragrance-filled home. Tucked away in a quiet corner of the city’s trendiest neighbourhood, this two-storey space is designed to slow you down, think warm lighting, soft textures, and that signature sunlit sink corner where you can test their hand creams and washes like you’ve got nowhere else to be.

The brand’s minimalist aesthetic and clean, gender-neutral scents have earned it a quiet cult following, and here you can explore the full collection of fragrances, body products, and hand care rituals at your own pace. The entire space invites you to linger, whether you’re on the hunt for your next signature scent or just want a sensory reset from the chaos of the city.

8-1 Yeonmujang-gil, Seongdong-gu, Seoul, South Korea

Sulwhasoo Flagship Store

We have seen tons of flagship boutique spaces, but this definitely takes the throne. It has six storeys (c'mon, it is not common to have a beauty flagship store that consists of six different floors) and the appearance of the store is not hard to miss. Designed by Shanghai architect duo Neri and Hu, the space symbolises a new beacon of Asian beauty and is inspired by lanterns. The Boutique and Heritage room occupy the first floor while the second storey houses all of the brand's products (which you can purchase) and it even comes with a gift-wrapping service. To learn more about the brand's history and culture, head over to the third floor before booking a slot at the Sulwhasoo Balance Spa on the fourth floor. And if you thought the space only houses one spa, there's another one located on the underground floor, which is a more luxurious anti-ageing spa program that is based on Korean medicinal herbs. On the last floor, you will be greeted by a rooftop lounge to chill and relax. 

18, Dosan-daero 45-gil, Gangnam-gu