Amore Seongsu: A Must-Visit Beauty Experience in Seoul
Seongsu-dong, the “Brooklyn of Seoul” is one of those neighborhoods I can visit again and again. The streets are vibrant, there is street art, plenty of cafes and restaurants, and it has become an area popular for hosting pop-ups. Amore Pacific was one of the first major Korean brands to move in to the area and open up an experiential shopping complex and now there are more than ever.
Amore Pacific, a beauty and cosmetics conglomerate boasting a rich legacy dating back to 1945, opened Amore Seongsu (아모레성수) quite a few years back. They were one of the first reasons I headed to the area and is one I stop into whenever I’m there because FREE beauty experiences and products? I’ll take it. On top of that, they host various collaborations that change throughout the year so there’s always something a bit different to see and enjoy.
Get ready to visit Amore Seongsu:
- How To Get There
- Basic Info
- About Amore Seongsu
- The Amore Seongsu Experience
- Beyond Beauty: Amore Seongsu’s Cultural Complex
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How To Get There
Address: 7 Achasan-ro 11-gil, Seongdong-gu, Seoul (서울특별시 성동구 아차산로11길 7)
Directions: Head to Seongsu Subway Station and go out of exit 2. Walk straight to the third street and turn left and you’ll find Amore Seongsu on the left.
Basic Info
Hours: Tuesday – Sunday: 10:30am ~ 8:30pm
Website: www.amore-seongsu.com
- Some beauty experiences require prior reservation. Visit the website above to make a reservation. If you don’t have a Korean phone number and can’t use the system, let staff know upon arrival what you’re interested in trying,
About Amore Seongsu
Amore Seongsu is a multi-space beauty lounge of sorts spanning three floors, a creation of Amore Pacific, the 12th largest cosmetics company globally. It’s not just a store; it’s a celebration of beauty, inviting you to explore over 30 of their brands, including Sulwhasoo, Laneige, Mamonde, Ryeo, mise en scène, IOPE, ETUDE, Innisfree, and HERA.
Visitors are welcomed into the beauty play space to try a ton of products completely free and you can get free samples in very good sizes to take home too, on top of various beauty experiences. Basically, whenever you’re stopping into Seongsu, make sure you walk through here.
The Amore Seongsu Experience
When you first enter, you’ll be welcomed by staff who will explain the process, let you know any of the events currently happening, and you can check in. You can also leave luggage in lockers too. If it’s winter, take off your coats and get ready to cleanse and get started.
Cleansing Room
After checking in, you’ll find the cleansing room. The first time I went I was like, wait… are we really supposed to cleanse our faces? Yes, you sure are. There’s a wall of products to choose from and test. The cleansing room is a tranquil little haven in the industrial space showing you what’s to come.
Beauty Library
Here, you’re introduced to the extensive world of Amore Pacific, where you can try out their skincare and makeup products absolutely free of charge.
The Beauty Library, a sprawling space with over 3,000 products, is a playground for beauty enthusiasts. From skincare to makeup, brushes, and hair tools, you can explore it all. With professional mirrors, perfect lighting, and application tools, you can indulge in a personalized beauty experience. The library offers a vast array of products for different senses, allowing you to swatch, feel, and experience the perfect lip color or skincare regimen.
Custom Beauty Services
One standout feature of Amore Seongsu is the customization services. Tourists and locals in Korea are always looking for unique beauty experiences in Seoul, and this is one of them.
The Hera Silky Stay Custom Match service lets you create your ideal foundation shade with 125 options, guided by skilled makeup artists and even a captivating robot performance. The Lip Picker service allows you to customize your lip color, adding a personal touch with free engraving.
Free Korean Beauty Samples
After perusing and trying the extensive Amore Pacific collection, head to the exit where you’ll be able to get your free samples. If you’ve not purchased something, you’ll get some small samples but if you’re purchasing something, based on how much you’re spending, you can pick out larger samples. I took three Sulwhasoo items.
Beyond Beauty: Amore Seongsu’s Cultural Complex
Amore Seongsu goes beyond being a mere beauty store; it’s a cultural complex. Formerly an auto repair shop, this three-story building is a fusion of industrial chic and greenery, offering a soothing contrast to the bustling surroundings. The flagship store embraces Amore Pacific’s commitment to sustainability, aligning with their mission “2030 A MORE Beautiful Promise.”
Enjoy not just beauty experiences but also explore art exhibits, attend makeup classes, and partake in other events announced on their Instagram. After all of that fun, head upstairs to the rooftop for views of the area. If you’re there at sunset, you might get a beautiful show in the sky, too.
In the heart of Seongsu-dong, Amore Seongsu is a fun experience for any Korean beauty enthusiast with plenty to try and enjoy. Take advantage of the experience.
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