A Place to Discover New Beauty — AMORE YONGSAN. Located at Amorepacific's headquarters, AMORE YONGSAN goes beyond introducing brands and products. It is a space where technology, research, sensibility, and individuality come together to create a holistic beauty experience.

At AMORE YONGSAN, visitors can explore Amorepacific's key brands and products in one place while discovering their own unique beauty through technology- and science-driven innovation—understanding it more deeply and expressing it in ways that reflect their individual style and preferences.

AMORE BEAUTY LAB
A research space built around a genuine connection with our customers. Through product testing across skincare, makeup, and fragrance, as well as sensory studies and research interviews, visitors contribute to the product development process—ensuring that every customer's voice is heard and reflected in what we create.

AMORE BESPOKE SERVICE
A personalized beauty service tailored to each individual's skin tone, condition, lifestyle, and preferences. Through expert consultations on color, formula, and fragrance, each service results in a customized product created specifically for the individual. From foundation to personalized lip and hair serums, experience Amorepacific's customized beauty services.

CITY LAB
Powered by Amorepacific's skin research data and AI technology, My Skin Future is a skin diagnostic service that helps visitors understand their skin today and anticipate how it may change based on their lifestyle. Together with researchers, visitors can gain a clearer and more comprehensive understanding of their skin and scalp, supported by data-driven insights and advanced technology.

COMMUNITY
A space where customers, brands, and immersive beauty experiences come together. Through classes and brand events, visitors can explore and engage with Amorepacific's brands, stories, and culture.

At AMORE YONGSAN, Amorepacific's brands, customers, and decades of research come together—creating new possibilities for discovering and experiencing New Beauty.

AMORE SEONGSU is the flagship store of Amorepacific, nestled in the heart of Seongsu-dong, Seoul. This space reinterprets beauty through a kaleidoscope of visual expressions and themes, providing a haven where one can delve into diverse beauty content and cultivate 'beauty that is uniquely yours'.

At AMORE SEONGSU, each month unveils new themed exhibitions and brand pop-ups, accompanied by a suite of personalized services that set us apart. These include the 'Custom Beauty Service', where you can craft a foundation and lipstick that seamlessly match your skin tone, and 'CUSTOM.ME', a bespoke offering that concocts your unique essence based on meticulous skin analysis. Furthermore, elevate your beauty skills through 'Makeup Touch-Up Service' and 'Makeup Classes' taught by our professional artists. The exclusive beauty content at AMORE SEONGSU promises to enhance and intensify your personal preferences.

Nestled at the heart of AMORE SEONGSU is the vibrant 'Seongsu Garden', brimming with the raw vitality of nature, where tranquility can be found any time of the year amidst an ever-changing tableau of woodland scenes. AMORE SEONGSU is a space where you can indulge in an array of textures, colors, and scents, engaging all senses to discover and embrace the beauty that resides within you.

The house of Sulwhasoo Bukchon is a representative store that offers a contemporary interpretation of Korean values and beauty. It created a new scenery by connecting a hanok (traditional Korean house) built in the 1930s and a Western-style house built in the 1960s. The beauty of both tradition and modernity unfolds in every corner of the space, allowing visitors to enjoy the beautiful journey unique to Sulwhasoo. Here, you can experience and enjoy the beauty delivered by each space that captures the taste and identity of the brand.

Sulwhasoo Bukchon offers special services. The special packaging service with elegance and grace provides an even more special experience for customers.

Sulwhasoo flagship store is a place that holds the pure essence of Asian Beauty. It was designed with the concept ‘lantern’ that shines a light on beauty with Asian wisdom on beauty like how a lantern guides us in the dark.

Here, customers can not only experience brand heritage, but also Sulwhasoo products and spa. The ‘Heritage Room & Seasonal Boutique’ has a Heritage Zone that demonstrates the brand philosophy and the stories of ingredients as well as seasons’ hit products. The ‘Boutique & Gift Service’ offers visitors beauty counselling along with the opportunity to experience all Sulwhasoo products and its ‘Jihambo’ packaging service unique to this flagship store that holds sincerity and class. ‘Sulwhasoo Spa’ is a place for customers to experience a spa service that offers the brand’s unique ingredients and prescriptions. In addition, the flagship store has Sulwhasoo’s own special cultural space, ‘Culture Lounge’, and a VIP Lounge for VIP customers to relax.

Photo by Kyungsub Shin

OSULLOC Tea House Bukchon captures the taste and preference of those who enjoy tea in life. The space that reinterprets a Western-style house built in the 1960s in a modern way is reborn as a sentimental place that keeps tradition alive, while at the same time captures the taste and individuality of the brand. The vestige of time found in places around the store provides another joy to those who visit Tea House Bukchon.

Visitors can experience the fresh fragrance of tea brewing at the ‘Tea Atelier.’ OSULLOC Tea House Bukchon provides signature tea blended by tea masters. The ‘Tea Lounge’ on the second floor captures the sensuous sentiment of OSULLOC. Tea brewed with water filtered from the volcanic rocks of Jeju, which extracts the color and flavor of tea itself, is poured into OSULLOC tea set, adding onto the elegant experience. Here, visitors can experience Bukchon’s signature tea food that is made with Korean ingredients. The serene ‘Tea Room’ on the third floor is where a deep tea experience unfolds at private tea brewing classes. And at ‘Bar Sulloc,’ where one can experience a new world of tea while enjoying the landscape of Bukchon, customers can taste non-alcoholic tea cocktails made by top bartenders of Korea. It is a place to enjoy tea in the most beautiful way along with the hanok view that unfolds across Bukchon.

espoir Yeonnam is a space where customers can actively participate and enjoy a variety of makeup experiences.

1F All Product Zone
From online-exclusive items to products that are hard to find offline, explore the full range of espoir’s offerings in one place.

1F Custom & Play
Become a creator by freely choosing textures, colors, and designs to craft your own customized multi-palette.

B1F Pro Makeup Consultation Room
Experience makeup that truly suits you through one-on-one personal consultations or lessons with professional makeup artists. Personal consultations provide tailored makeup suggestions based on facial shape and image analysis, while personal lessons offer hands-on techniques and tips.

Unleash your creativity at espoir Yeonnam.

INNISFREE THE ISLE SEONGSU is a flagship store designed to offer customers a sensory experience of the brand’s concept as an unexpected island of infinite possibilities. At THE ISLE SEONGSU, the convergence of real nature, media representations of nature, and INNISFREE's unique interpretation of nature stimulates the imagination and provides a sense of freedom for visitors.

The main area of THE ISLE SEONGSU is comprised of a store and a café, featuring a courtyard and a brand popup zone. In the brand popup zone, various themed popups are held.

At THE ISLE SEONGSU, you can explore INNISFREE’s high-efficacy natural skincare products and the flagship store exclusive signature fragrance line, the ISLE NUMBER COLLECTION. Notably, ISLE NUMBER #100 [From THE ISLE] is inspired by the longstanding history of the location as a printing press where THE ISLE SEONGSU is situated, and its green woody scent is a unique experience available exclusively at THE ISLE SEONGSU.

Additionally, you can enjoy The Isle with your eyes and taste buds through cakes and cocktails inspired by the unexpected island of infinite possibilities. Special limited-edition desserts and drinks are also available to match the themes of the pop-up events.