K-Beauty Places Born as Complex Cultural Spaces

Cosmetics brand stores are evolving. They are being reborn from places that simply ‘sold’ cosmetics into spaces that offer consumers more than that and, further, embody brand values in a sensory way. Along with modern interiors that reflect brand philosophy and concept messages, we introduce K-beauty hot spots that are emerging as trendy complex cultural spaces, complete with cafes serving signature drinks, photo zones, and terraces. Tour course: Amore Seongsu – EUYIRA Showroom - Leco_de Cafe – House of AROMATICA Learn and experience beauty through the scenery of nature. Amore Seongsu A beauty lounge by Amorepacific, created by renovating a former auto repair shop. In the ‘Beauty Library’ following a wash-up in the ‘Cleansing Room,’ you can experience more than 30 brands and around 2,300 products from Amorepacific firsthand.

You can find newly released cosmetics, lipsticks suited to the season, and creams with textures your skin loves most. The fragrance-free, color-free, low-irritation pure toner ‘Seongsu Toner’ is a signature item available only here. You can try and even learn makeup techniques completed with the sensibility of Amorepacific makeup pro artists. If you find a product you like, you can sit by the window overlooking the garden, where the change of seasons is easy to feel, and try it yourself. You can also enjoy a signature menu ordered from the O’sulloc Cafe on the second floor on the rooftop with the surrounding scenery.

Amore Seongsu

Address: 7 Achasan-ro 11-gil, Seongdong-gu, Seoul

Hours: Daily 10:30–20:30 (Closed Mondays)

Inquiries: 02-469-8600

Transportation: 3-minute walk from Exit 2 of Seongsu Station on Subway Line 2

Website: Website

A space filled with the know-how of a power beauty influencer EUYIRA Showroom ‘EUYIRA’ is a cosmetics brand launched by Kim Soo-mi, the wife of ‘Gaeko’ of the hip-hop duo Dynamic Duo, who also worked as a power beauty influencer. With a solution of ‘harmony’ that finds and maintains the golden balance of oil and moisture in the skin using naturally derived ingredients, it offers a wide range from skincare that minimizes irritation to color cosmetics.

It also opened a showroom in Seongsu-dong, which has entered more than 270 offline select shops and online duty-free stores and has recently been drawing attention as the mecca of hipsters and a new gathering place for fashion and beauty brands. Since opening, it has drawn strong interest, with visits from Dynamic Duo as well as many celebrities including actor Lee Jin-wook and model Lee Hyoni. More than 30 kinds of products can be experienced and purchased directly, and the photo zones designed to match the trendy interior are also famous as SNS photo spots.

EUYIRA Showroom

Address: 8 Wangsimni-ro 14-gil, Seongdong-gu, Seoul (3F)

Hours: Every Fri–Sat 15:00–20:00

Inquiries: 070-7719-2345

Transportation: 4-minute walk from Exit 1 of Ttukseom Station on Subway Line 2

Website: Website

Recommended and collaborated on by beauty creators Leco_de Cafe A complex beauty space created by ‘Leferi,’ an entertainment company that discovers and nurtures beauty creators professionally. Visitors can test and buy brand products or collaboration products recommended by its creators, and useful beauty classes are held often. If you're lucky, you may also catch the occasional event that is held irregularly. Because it opens in time for the morning commute, it is both a makeup mecca for nearby office workers and a wellness cafe they prefer over a coffee shop.

The cafe also sells a variety of healthy drinks, including the ‘Yunabuester Organic Yogurt,’ created in collaboration with beauty YouTuber ‘Yuna.’ The interior of Leco_de, highlighted by white walls, metal materials, and bulb-shaped lighting, may feel cool at first, but it comes together with its urban image and feels hip. Leco_de Cafe

Address: 447 Teheran-ro, Gangnam-gu, Seoul

Hours: Weekdays 08:00–20:00 (Closed weekends and public holidays)

Inquiries: 02-6252-8170

Transportation: 8-minute walk from Exit 10 of Seolleung Station on Subway Line 2

Website: Instagram

Let’s save the earth, and our skin House of AROMATICA A clean and vegan beauty brand AROMATICA that protects life and the environment.

House of AROMATICA is a space where the brand philosophy of ‘SAVE THE SKIN, SAVE THE PLANET’ can be directly experienced offline. Divided into four sections, this place first explains the reality and seriousness of marine waste and shows how to separate and discard cosmetic containers properly. It then presents AROMATICA’s five unique extraction methods, in which raw materials are directly extracted from medicinal herbs, and introduces eco-friendly everyday essentials for daily life. You can experience all AROMATICA products, and if you bring empty containers when you visit, you can purchase eco-friendly cleansers by refilling them. Free herbal tea at the A+ Kitchen and a 30% discount on all AROMATICA products are bonuses unique to this place.

House of AROMATICA

Address: 62 Dosan-daero 1-gil, Gangnam-gu, Seoul (2F)

Hours: Weekdays 10:00–19:00 (Closed weekends and public holidays)

Inquiries: 1600-3689

Transportation: 7-minute walk from Exit 8 of Sinsa Station on Subway Line 3

Website: Website

Source: 복합문화공간으로 태어난 K-Beauty 플레이스