If you’re a K-beauty enthusiast (like me!) planning a trip to South Korea, there’s one thing you absolutely can’t skip: beauty shopping in Seoul.

You probably already know by now that as the capital of all things skincare and makeup, Seoul is a haven for beauty lovers. From towering flagship stores to hidden neighbourhood gems, the city offers endless options for discovering the latest trends, cult-favourite brands, and exclusive finds you won’t get anywhere else.

Whether you’re hunting for viral TikTok serums, the perfect cushion compact, or sheet masks by the bundle, here’s my tried-and-tested guide to the best places to buy beauty products in Seoul.

Olive Young

When in doubt, my only advice is to head straight to Olive Young.

Often referred to as Korea’s version of Sephora meets CVS, this nationwide beauty chain stocks an impressive variety of skincare, makeup, supplements, hair care, and even niche local indie brands. If you only have enough time in your itinerary to visit one beauty store, this is it.

The Myeongdong flagship store is especially popular because it spans multiple levels and is filled with exclusive collaborations and bestsellers. Here, you’ll find popular brands like Dr. G, Anua, Round Lab, Beauty of Joseon, Torriden, and cult-favourite acne patches from COSRX and Nacific. I personally also really like the acne patches from the Olive Young house brand!

Tip: Sign up for the Olive Young app or ask for a temporary membership at checkout for extra discounts!

Chicor

For a more upscale shopping experience, head to Chicor, operated by Shinsegae (a major Korean department store brand). Think of Chicor as a curated beauty concept store that blends local and international luxury brands.

With sleek interiors and testers galore, Chicor carries a mix of premium K-beauty (like Tamburins, VDL, and Hince) and of course luxury(ish) brands like Charlotte Tilbury, Urban Decay, and L’Occitane.

P.S. Don’t miss their in-house fragrance and body care section, which features Korean artisanal perfumes you won’t find elsewhere.

Myeongdong Beauty Street

Myeongdong is every beauty lover’s dream come true. This bustling shopping district is packed with flagship stores of top Korean beauty brands such as Etude House, Innisfree, Laneige, A’pieu, Nature Republic, and more.

Most stores offer tax-free shopping for foreigners, free samples, and massive discounts, especially if you buy in bulk. Plus, staff are used to international visitors, so you’ll often find English-speaking beauty consultants.

That being said, do be careful of tourist traps – these include taking free samples from shop promoters!

A-Land

A-Land is a popular concept store that combines fashion, lifestyle, and beauty under one roof. While most people know it for trendy Korean fashion, the beauty section is a hidden gem for discovering up-and-coming brands you won’t find at Olive Young or major chains.

Look for cool-girl brands like Tamburins, Abib, and I’m From, as well as chic accessories and minimalist packaging that’s perfect for your Instagram flat lay. I would say this shop is perfect for indie brand lovers and design-conscious shoppers!

Best location: A-Land Myeongdong or Garosu-gil

Lotte Duty Free & Shinsegae Duty Free

If you’re flying internationally, don’t leave without checking out the duty-free beauty floors at either Lotte or Shinsegae. These department store beauty counters stock high-end Korean skincare like Sulwhasoo, The History of Whoo, Hera, and Amorepacific—often at better prices than online.

You’ll also find international luxury brands like Dior, Chanel, and La Mer, all eligible for tax-free savings. Some duty-free stores also allow you to shop online in advance and pick up at the airport.

Bonus: Some exclusive beauty sets are only available at Korean duty-free counters!

Amore Seongsu

If you’re a skincare aficionado, Amore Seongsu is a must-visit.

Run by Amorepacific (the beauty giant behind brands like Laneige, IOPE, Sulwhasoo, Innisfree, and Etude), this concept store offers personalised skincare experiences, digital skin consultations, and limited-edition products.

The location feels more like a beauty museum than a store, with immersive displays, an in-house café, and exclusive items not found elsewhere.

LOHBs

LOHBs (Love Health and Beauty Store) is another popular drugstore-style beauty chain in Korea. It’s similar to Olive Young, but with a slightly different curation. You could say it’s pretty similar to Korea’s version of Ulta.

Here, you’ll find popular Korean skincare, affordable cosmetics, and even wellness products like supplements and sheet masks. It’s especially great if you’re looking for budget-friendly products or bulk deals, and it tends to be a little quieter than Olive Young in busy areas.

Brands to look for: SNP, Jayjun, JMsolution, Dr. Jart+

Garosu-gil

Located in the Sinsa-dong area of Gangnam, Garosu-gil is known for its tree-lined streets, designer boutiques, and stylish beauty stores. Here, you’ll find flagship experiences from very trendy Korean brands like Hera, Tamburins, Huxley, and Too Cool For School.

This is the place to go if you want to see skincare and makeup inspired by art and fashion. Expect aesthetically designed storefronts, limited-edition collections, and plenty of photo-worthy interiors.

Extra Beauty Shopping Tips in Seoul

• Bring your passport for duty-free and tax refund eligibility
• Avoid weekends (and weekday evenings too, actually) at major locations like Myeongdong to beat the crowds
• Look for 1+1 deals. These are common in Korean stores (buy one, get one free)
• Ask for samples, especially if you’re spending more than ₩30,000
• Don’t forget voltage converters if buying beauty devices (Korea uses 220V)

Final Thoughts: Where Should You Start?

If you’re tight on time, Olive Young is the most efficient place to score a wide range of beauty buys in one stop. But if you have a few days in Seoul and want the full K-beauty experience, carve out time to explore Myeongdong’s flagships, Chicor’s premium picks, and the artsy, elevated offerings in Garosu-gil.

Have fun shopping for all your favourite beauty picks in Seoul!

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