Amore Seongsu: A Must-Visit Beauty Experience in Seoul
Last Updated on August 26, 2026
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.
Amore Seongsu is a free, three-floor beauty experience space run by Amorepacific in Seoul’s Seongsu-dong, where visitors can test products from 30+ Korean beauty brands, build a custom foundation shade, and walk out with free samples, no purchase required.
Get ready to visit Amore Seongsu:
- Basic Info
- About Amore Seongsu
- The Amore Seongsu Experience
- Beyond Beauty: Amore Seongsu’s Cultural Complex
- FAQ
(This post contains affiliate links, which means I receive a certain percentage of a sale if you purchase after clicking at no cost to you. Thank you for your support.)
Basic Info
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.
Hours: Tuesday – Sunday: 10:30am ~ 8:30pm
Admission: Free, you can walk in, browse, and try products with no admission charge and no obligation to buy anything
Website: www.amore-seongsu.com
Reservations: Some personalized services require advance reservations while others accept walk-ins. Reservation policies vary by experience, so check the current booking information before visiting. In the store, there are signs with QR codes for anything that needs to be registered for in-person.
The Seoul Itinerary Pack – 15 Seoul Itineraries
$25.00
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.
If you want to have more great beauty experiences in Seongsu-dong, make sure to visit WHIPPED House and join a WHIPPED cleanser making class.
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.
Pro Tip: If you can’t get the reservation here, try visiting Amore Yongsan. It also has the personalized experiences and custom products.
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 a quiet spot with views of the area, I wouldn’t count on a specific café being up there anymore, so treat any seating as a bonus rather than a destination in itself. If you’re there at sunset, you might get a beautiful show in the sky, too.
Amore Seongsu vs. Amore Yongsan vs. Olive Young Seongsu
If you’re trying to decide which K-beauty flagship deserves your limited time in Seoul, here’s the short version:
| Amore Seongsu | Amore Yongsan | Olive Young Seongsu | |
|---|---|---|---|
| Cost | Free | Free | Free |
| Reservation | Only for select custom services | Only for select custom services | Only for some in-store consultations |
| Best for | Walk-in browsers, first-timers | Visitors who can book ahead and want a more curated custom experience | Fastest, most no-frills free sampling |
| Signature draw | Robot-matched custom foundation, free samples | AI-analysis, personalized experiences and customized products | Huge selection, zero pressure |
FAQ
Is Amore Seongsu free to visit?
Yes. Entry is free, browsing is free, and trying products is free, there’s no admission fee and no obligation to buy anything.
How long does it take to visit Amore Seongsu?
Most visits run 30 minutes to an hour. Budget more time if there’s a special pop-up or activation happening, and more still if you’re booking one of the custom beauty services like the Hera foundation match.
Do I need a reservation for Amore Seongsu?
Not to browse or test products. Reservations are only needed for select custom services, which are booked through the Amore Seongsu website. If you don’t have a Korean phone number, let staff know what you’re interested in when you arrive.
What’s the difference between Amore Seongsu and Amore Yongsan?
Amore Seongsu is set up more like an experiential beauty museum. You walk through and try everything along the way. Amore Yongsan is set up more like a shop with labs and with reservation you can take advantage of the personalized analyzing they provide.
Can I get free samples at Amore Seongsu without buying anything?
Yes. Everyone who visits can pick up small samples on the way out, even without a purchase. Spend more, and you can choose larger samples.
What brands can I try at Amore Seongsu?
Over 30 Amorepacific brands, including Sulwhasoo, Laneige, Mamonde, Ryeo, mise en scène, IOPE, ETUDE, Innisfree, and HERA.
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.
Did you like this post? Pin IT!
