K뷰티, 불황을 넘다] ⑤ “Korean cosmetics Nice”… Foreigners open run

Seongsu-dong Emerges as K-Beauty Hub with New Flagship stores and Experiential Retail.

Seoul’s Seongsu-dong district is solidifying its reputation as a prime destination for K-beauty enthusiasts, with the recent opening of prominent brand flagship stores and a growing focus on experiential retail. The area, already home too popular establishments like AMORE Seongsu and Olive Young, is attracting meaningful foot traffic, particularly from international visitors.

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Among the notable brands establishing a presence in seongsu-dong is ‘ROM &’, recognized for its innovative flagship store and a diverse range of colored beauty products. Additionally, ‘Tori Den’, a brand gaining international acclaim for its serum offerings, has also opened a location in the area. further bolstering the district’s beauty landscape, APIal is set to launch a new store this year, focusing on beauty devices.

AMORE Seongsu, in particular, has seen remarkable success with its ‘Silky Stay Custom Match’ service. This personalized foundation service, which allows customers to create foundations tailored to their specific skin tones, has served over 10,000 individuals since its introduction in April 2023.Notably, approximately 90% of thes customers are international visitors, highlighting the global appeal of Korean beauty customization.

Agnes, a visitor from Poland, shared her experience, stating, “I stopped by to buy cosmetics for my daughters when I visited Korea.” Her daughter, Nina, added, “Korean cosmetics are very popular among my friends.”

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