CHICOR Gangnam Station: inside Shinsegae's hyper-personalized beauty flagship

One minute's walk from Exit 11 of Gangnam Station, on the first floor of 408 Gangnam-daero, Shinsegae's beauty-edit chain CHICOR opened a roughly 130-pyeong (about 430 square meter) flagship on June 27, 2025. It replaced an older branch with a store built around what Shinsegae calls Korea's first "hyper-personalization" service in a beauty-edit shop: an AI-based scalp scan that gets turned into a custom shampoo and serum on the spot, rather than just recommending an off-the-shelf product.

Beyond the scalp scan, the store runs three makeup bars staffed by artists who do K-idol-style makeup consultations, a Beauty Lab for skincare-product matching, and a Beauty Device Zone where you can try at-home devices before buying. Skincare spa services come through partnerships with brands like Esthederm and Dermalogica. On the product side, the K-beauty share of inventory was raised from about 35% to 60%, with roughly 50 K-beauty brands (TIRTIR, LAKA, DEARDAHLIA, HINCE, ROMAND among them) in a dedicated makeup zone, plus about 20 exclusive global brands not sold elsewhere in Korea and more than 30 fragrance brands including Hermès and Tamburins.

Coverage of the opening focused on the personalization angle and the brand mix rather than day-to-day visitor reactions, since the store is still fairly new; expect the usual edit-shop trade-offs of a wide selection paired with a busy, sales-staff-heavy floor, especially on weekends. If you want the scalp-analysis or makeup-bar service rather than just browsing, going on a weekday or booking ahead is worth considering.

Practical info: Address: 408 Gangnam-daero, 1F, Gangnam-gu, Seoul (서울 강남구 강남대로 408, 1층) Nearest station: Gangnam Station (Line 2), Exit 11, about a 1-minute walk Hours: not stated in the sources used for this guide — check the CHICOR website or the store's social pages before you go Services: AI scalp analysis, custom makeup consultation, skincare spa partnerships — some may require booking or carry a separate fee

Nearby: Olive Young Gangnam Town is within walking distance, as are boutiques toward Apgujeong Rodeo Street.

Question for readers: would you try an AI scalp scan that builds you a custom shampoo, or do you stick with what you already use?

Source: Etnews report on the opening · Shinsegae Group Newsroom — grand opening · Seoul.co.kr coverage Checked: September 2026

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Photos: Christian Bolz, CC BY-SA 4.0