Where to buy skincare in Seoul

Last Updated on October 30, 2024 by Alex

Kbeauty is a phenomenon, and if you have landed on this page, you already know a little about its wanders. If you have already planned your trip to South Korea but don’t know where to buy skincare in Seoul, this is where you will find all the answers to your questions.

I am a K-beauty skincare addict who has tested tens of brands and hundreds of products while living in Seoul. Back home, we used to have an online K-beauty store. Thus, I am more than familiar with cosmetic shopping in Seoul.

In today’s post, I’ll help you better understand the Korean skincare market, where to buy skincare in Seoul, what cosmetics you must buy in Korea, why Korean skincare is so popular, and more.

This post contains affiliate links. If you click on the link and purchase the item, I will receive an affiliate commission at no additional cost to you. Read more about it on our disclosure page here.

Table of Contents

Where to buy skincare in Seoul / Cosmetic shopping in Seoul – your complete Seoul skincare shopping guide
Similar Posts

Where to buy skincare in Seoul / Cosmetic shopping in Seoul – your complete Seoul skincare shopping guide

Before we dive into the nitty-gritty details, let’s consider why you will want to buy Korean skincare while in Seoul.

Before you go, get your T-Money Card + Data SIM

Are skincare products cheaper in Korea?

The short answer to that question is yes. You must take into account all the additional costs that come into play when buying cosmetics at home: shipping costs from Korea to your home country, handling costs, taxes, and much more.

Moreover, skincare brands and large retailers in South Korea almost always have discounts and special offers you can take advantage of.

On top of that, with your passport, you can ask for a tax refund at the airport (make sure to ask for a special receipt when you buy the products at the store).

What cosmetics must you buy in Korea?

The answer to that question depends a lot on your skin type and preferences. It is worth knowing that certain k-beauty brands that are popular internationally are not really well-known in Korea, thus they might be harder to find.

However, when in Seoul, you should focus on the big brands such as Innisfree, Sulwhasoo, Etude House, Missha, AHC, Lagom, Real Barrier, Round Lab, and more. Some of these brands have stand-alone stores, some you can find at Olive Young, while some can only be purchased in department stores or at their flagship store (but we will discuss this in a second).

Sheet masks always have special offers and you can find special packages. If you love sunscreen, you will find it difficult to only choose a few products to take home. Serums, toners, and moisturizers should all be on your shopping list.

Why is Korean skincare so popular?

There are many reasons why Korean skincare is so popular, but affordability and quality are the top things that come to mind. Korean women have always been concerned with their looks and skin, and they have used the power of natural ingredients to get that perfect-looking skin.

Even today, Korean skincare focuses a lot on the blend of natural ingredients and decades of research.

Where to buy skincare in Seoul

As mentioned above, when looking for where to buy skincare in Seoul, we should consider neighborhoods, different types of shops, online stores, or flagship stores.

I know this all might sound a bit confusing now, but let’s take them one by one.

Neighborhoods where to buy Skincare in Seoul

Myeongdong

If you only go to one place for cosmetics, Myeongdong should be it. I don’t exaggerate when I say that on these streets, you will find tens of K-beauty shops offering thousands of products.

On my first visit to Seoul as a tourist, I spent hours simply hopping from one shop to the other in Myeongdong.

In this relatively small area located in the heart of Seoul, you will find all types of shops and restaurants, but you should not miss the largest Olive Young store, Innisfree flagship store (with a cafe), or all the other brand-owned shops such as Lagom, AHC, Etude House, Laneige, Banila, Holika Holika, and more.

I remember how difficult it was to explore these streets when I first visited in the winter due to all the hostess trying to pull me inside their shops and lure me with some hard-to-resist offers.

Myeongdong is all about selling to tourists, so they are very familiar with the tax-free process. Many vendors also speak or at least understand English, so communication is not too difficult for foreigners.

After some intense shopping, while you are still in the area, don’t skip a facial at the O Hui & Whoo SPA. That’s the shortest treatment, but they provide all kinds of different pampering options, all performed with some of the best skincare products.

See more about the O Hui & Whoo SPA here!

Hongdae

Another neighborhood popular with tourists and Koreans alike is mostly a campus area. Surrounded by some of the most important universities in Seoul, here is where students spend their free time and go partying, eating, and shopping.

As a result, you will find plenty of K-beauty brands in this area, as well as hair salons or skincare clinics.

In my experience, vendors in the area speak good English, so, as an expat, I chose the nearby Shinebeam clinic for my laser treatments.

Hongdae and Yeonnam-dong are also popular for their countless Instagrammable cafes and restaurants.

On the main boulevard, you will find a few Olive Young stores, a Chicor, and an Aritaum. As you go further back on the crowded streets, you will stumble upon branded stores such as Innisfree, Holika Holika, Laneige, Etude House, and more.

Take your time to explore the area and you will find everything you are looking for.

Gangnam and Apgujeong

Gangnam is one of the poshest areas in Seoul, where you will find some of the top luxury skincare brands with their flagship stores, but also department stores or tens of SPAs and skincare clinics.

Sulwhasoo SPA is next to Dosam Park, and right next door you will find the Dear Dahlia flagship store with a beautiful cafe. You can enjoy a facial or a body treatment at the SPA, and afterward, go for a shopping session in the area.

The Dr. Jart flagship is closer to Apgujeong, and in the area, you will also find the Klairs flagship.

Book your luxury Sulwhasoo facial here!

Read also: Fun things to do in Gangnam | Where to stay in Gangnam

Popular stores where to buy Korean skincare in Seoul

Olive Young

It’s not possible to miss this brand because it has so many shops around the city. Some are smaller than others, but the biggest one is in Myeongdong, on the main street, minutes away from the Myeongdong Theater.

I could spend hours inside this store that carries some of the most popular brands, from Round Lab to Real Barrier, Goudal, Dr. G, and more. No matter the season, you will always find special offers.

They also carry perfume, haircare products, makeup, and more. The flagship store in Myeongdong is set on 2 floors and you will find it hard to leave it behind.

Address: 53 Myeongdong-gil, Jung-gu, Seoul, South Korea

Did you know you could make your own skincare in Seoul?

Aritaum

While you will find a smaller store in Hongdae, I suggest you visit their flagship in Gangnam. Here is where you will exclusively find Iope, one of the most loved brands under the Amore Pacific umbrella.

Address: 1F, 1303-37 W Tower, Seocho-dong, Seocho-gu, Seoul, Korea

Chicor

South Korea’s Sephora, Chicor offers more makeup and perfume products than skincare, but you will still find plenty of beauty options here as well.

Come here for Dear Dahlia makeup (available exclusively here and at their flagship in Gangnam) or for Huxley and Dear Klairs skincare products.

There is one big store in Myeongdong on the main street, another great one to check out in Hongdae across the street from the main Olive Young, or inside Shinsegae department stores.

Address Myeongdong: 64-1 Myeong-dong, Jung-gu, Seoul, South Korea

Address Hongdae: 147 Yanghwa-ro, Mapo-gu, Seoul, South Korea

You can always also choose to go on a shopping tour with a local guide that will take you to the best shops & markets in town

Flagship stores: Innisfree, Style Nanda, AHC, Dear Dahlia, Sulwhasoo, Klairs, Dr. Jart

Flagship stores are big in Seoul and every important skincare brand has one you can visit.

They carry special products, some have cafes or SPAs, and they almost always have special offers.

The problem with flagship stores is that you will only find one particular brand in the store.

Here are some of my favorite flagships in Seoul, together with their address and what makes them special:

Innisfree Flagship – has a pretty cafe and is located in Myeongdong on the main street.

Address: 13 Myeongdong-gil, Jung-gu

Sulwhasoo Flagship – one of my favorite luxury skincare brands, their flagship in Gangnam is over the top! They have a SPA, a museum, and a rooftop terrace. You can book facials or body treatments at their SPA and pamper yourself.

Address: 18 Dosan-daero 45-gil, Sinsa-dong, Gangnam-gu

Dear, Klairs Flagship – this is a smaller and more low-key shop, with not so many products on display, but with a super zen vibe. When I visited, I got 5 testers as a gift to try at home. Also, they are in the same building as a cool tea house (Magpie & Tiger).

Address: 44 Nonhyeon-ro 153-gil, Sinsa-dong, Gangnam-gu

AHC SPA is not really a flagship but a cool SPA hidden on the streets of Gangnam.

Address: 237 Dosan-daero, Sinsa-dong, Gangnam-gu

StyleNanda Pink Hotel – 3CE is mainly a makeup store, but also one of the most instagrammable places in Seoul.

Address: 37-8 Myeongdong 8-gil, Jung-gu

Dr. Jart Flagship store is constantly changing and when we got there they had a game in a place where you would answer some questions and receive some free samples based on your skincare type.

Address: 46 Dosan-daero 11-gil, Gangnam-gu

Read also: Where to get a facial treatment in Seoul

Amore Seongsu

Amore Seongsu is much more than a flagship store, it’s a skincare concept store. It is set a bit off the beaten path, but the whole experience is well worth it.

Amorepacific is the largest Korean skincare brand, one that gathers some well-known names such as Innisfree, Sulwhasoo, Iope, Etude House, Laneige, Amore Pacific, Mamonde, Primera, Hanyul, and more.

Inside the Amore Seongsu concept store, you will have a full experience – walk through the washing room, choose the perfect skincare for your skin type, apply sunscreen, and finish it off in the powder room.

You can try all the products on display, take advantage of discounts, and go home with a few free samples.

On the rooftop, they have a tea place where they serve their famous Jeju island teas, O’sulloc.

Address: 277-52 Seongsu-dong 2(i)-ga, Seongdong-gu (서울시 성동구 아차산로 11길 7)

Hyundai or Shinsegae Department Stores

You will find them around the city center, or you will have to travel a little by subway to get there, but the trip will be worth it. After all, getting around Seoul is fast and easy no matter how you choose to go.

These 2 of the most important department stores in South Korea offer a large variety of cosmetics. While you will find most international luxury brands, there are certain Korean skincare brands you can only shop there, such as Sulwhasoo, The Whoo, Hera, or O Hui.

These are perfect for bringing home as a gift, but expect to pay substantially more than for the other brands.

My favorite store is The Hyundai Seoul located in Yeouidae-ro – it has so many stores, a super Instagrammable interior, and hosts one of my favorite coffee places in Seoul (Tailor Coffee).

See locations for Hyundai Department Store here!

See more about Shinsegae Department Store

ÅLAND in Myeongdong

While this is mainly a clothing and accessories store, you will still find plenty of skincare products. ÅLAND is one of the largest concept stores in South Korea.

Address: 30, Myeogdong 6-gil, Jung-gu

Independent stores in Myeongdong or Hongdae

AHC, Lagom, Laneige, Too Cool for School, Skin Food, Missha, Nature Republic, and more have independent small shops scattered around Myeongdong and Hongdae.

You can easily spend hours on end exploring each and every one of these.

The wholesale cosmetics market

I’m selling well-kept information by guiding you to this place. While you will not get there if you only have 3 days in Seoul, if you are passionate about skincare, want to save a great deal, and want to shop for many products, going there might be worth it.

On the subway purple or green lines, you will need to get to KKachisan Station. Getting there from the City Hall is easy on the green line.

Click on the map to open it in the Subway app

From there, you will have a short 10-minute walk toward the Gangseo Distribution Complex.

If you go there, it is worth knowing that you must carry cash (if you pay by card you will be charged an extra 5-10%). Also, I haven’t found anyone to speak English, but many do speak Chinese.

Here you can find Korean beauty products discounted by up to 50% and you don’t always have to buy large quantities, even if you buy one or 2 products you can take advantage of the good price.

Go for a Beauty Cosmetic consultation in Gangnam!

Plan your South Korea Trip

Visa – Depending on where you are traveling from, you will or won’t need a visa. Check your Visa requirements here!

Don’t travel without insurance – this is a World Wide Travel Health Insurance + Covid suitable for almost anyone, and easy to book. On top of that, they also provide luggage insurance in case your luggage gets lost or damaged. Get the best offer here!

Choose one of the best areas to stay in Seoul when you want to shop for skincare