AMORE YONGSAN: Custom K-Beauty At Amorepacific’s Flagship In Seoul

Last Updated on August 26, 2026

The Amorepacific headquarters in Seoul, Korea is one beautiful building. I’ve visited many times for the Amorepacific Museum of Art, but on a recent visit, I was drawn upstairs to AMORE YONGSAN, the newly reopened and reimagined Amorepacific flagship store. There are plenty of places to go throughout the city for K-beauty shopping, but since Amorepacific owns famous Korean beauty brands like Sulwhasoo, Laneige, Innisfree, COSRX, AESTURA, and HERA among many others, it’s here that you can find some pretty unique experiences along with your beauty shopping needs.

You can have your skin analyzed and learn what it may look like in the future, get your scalp checked, create a foundation specifically matched to your skin tone (one of the biggest draws in my opinion), formulate your own HERA lip color, or make a hair serum based on your hair condition and fragrance preferences. Together, these customized services make up AMORE BESPOKE, the centerpiece of the whole renewed space.

If you’re looking for unique K-beauty experiences in Seoul or more personalized K-beauty experiences in Seoul, put this one on your list. A bit out of the way of most tourist trails, you’ll likely have a bit more space and freedom when you visit.

Here’s what you need to know to visit AMORE YONGSAN in Seoul:

• Basic Info
• What Is AMORE YONGSAN
• Start In The Beauty Library
• CITY LAB: Get Your Skin And Scalp Analyzed
• Create Your Own HERA Custom Foundation
• Make Your Own HERA Lip Color
• Make A Mise-en-Scène Perfect Serum
• Check Out The LABO-H Scalp Bar
• Don’t Miss The Fragrance Labs
• How To Book AMORE YONGSAN Experiences
• Make It A Full Day: What Else Is In The Amorepacific Building
• AMORE YONGSAN vs. Amore Seongsu: Which Should You Visit?
• Is AMORE YONGSAN Foreigner-Friendly?
• Is AMORE YONGSAN Worth Visiting?
• FAQ

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Basic Info

Address: 2F, Amorepacific Headquarters, 100 Hangang-daero, Yongsan-gu, Seoul (서울특별시 용산구 한강대로 100 아모레퍼시픽 본사 2층)

Hours: Monday: 2:00pm ~ 8:00pm; Tuesday ~ Sunday: 10:30am ~ 8:00pm

Admission: Free

Nearest Subway: Sinyongsan Station (신용산역)

Good To Know: Tax refunds and global payment options are available for international visitors.

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.

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What Is AMORE YONGSAN?

AMORE YONGSAN isn’t completely new. Amorepacific had a flagship here before, but the company completely renovated and expanded the space before reopening it on April 30, 2026.

The building itself is worth seeing and is one reason I’d already visited many times. It’s one of the beautiful architectural wonders of Seoul. Designed by architect David Chipperfield, Amorepacific’s headquarters has become one of the more recognizable contemporary buildings in this part of Seoul. As a headquarters, most people don’t even realize they can go in, but inside there is an art museum, an innisfree cafe and OSULLOC cafe, as well as restaurants that are open to the public and now there’s a K-beauty reason to go too.

Instead of creating another cosmetics shop, Amorepacific turned the second floor of its headquarters into what the company calls a “House of New Beauty.” The approximately 1,157-square-meter space (about 350 pyeong) combines a K-beauty showroom with research labs, AI-powered skin and scalp analysis, customized cosmetics, classes, and spaces where customers can actually participate in Amorepacific’s product research. Their idea is that customers shouldn’t simply walk around looking at shelves of products. They should be able to learn something about their own skin, hair, and preferences and use that information to make better choices.

For the customer that doesn’t quite know what is best for their skintype or is overwhelmed and doesn’t know where to start, this is fabulous. One of the most overwhelming things about shopping for K-beauty is simply how much there is. Even when you know the major brands, there are dozens of serums, creams, cushions, foundations, and treatments promising slightly different things. Not only that, but our skin changes over time so what used to work, might not keep working. AMORE YONGSAN is trying to make the process more personal.

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Start In The Beauty Library

The easiest part of AMORE YONGSAN to experience is the Beauty Library, essentially a curated showroom featuring Amorepacific’s major beauty brands and signature products. If you’re unfamiliar with just how big Amorepacific is, you might be surprised by how many recognizable Korean beauty brands sit beneath the company umbrella. Don’t know where to start? There is staff available in the space prepared to help you and point to the various AI-powered tools to get started.

There’s also a Gift Selection area with curated gifts and wrapping services, which is worth keeping in mind if you’re looking for K-beauty souvenirs from Korea. But while you could absolutely come here just to shop, I don’t think that’s the most interesting reason to visit. The labs are.

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CITY LAB: Get Your Skin And Scalp Analyzed

One of the most interesting experiences at AMORE YONGSAN is CITY LAB, where Amorepacific researchers use diagnostic equipment and company research data to analyze your skin or scalp. Amorepacific has decades of skin research behind its products, and CITY LAB incorporates that data with AI-based analysis. Their My Skin Future system assesses your current skin while also using lifestyle information to show how your skin may change in the future.

There are currently two consultation levels.

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.

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Create Your Own HERA Custom Foundation

This is probably one of the experiences that will appeal most to K-beauty fans. Matching your skin tone and getting that perfect foundation can’t be beat really. At the HERA Custom Match Foundation station, a professional artist analyzes your skin tone and talks through your skincare and makeup preferences before creating a base product matched specifically to you.

The shade range has been expanded significantly, with tones from No. 3 through No. 50, making the experience much more useful for visitors with a broader variety of complexions.

You can currently choose from: HERA Silky Stay Foundation, HERA Black Cushion, HERA Reflection Skin Glow Foundation

Note: The actual service takes around 45 minutes, though the reservation is listed as a 60-minute experience. Reservations open 14 days in advance, and up to two people can participate together under one reservation.

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Make Your Own HERA Lip Color

Foundation isn’t the only thing you can customize. The HERA Custom Match Lip experience helps you identify colors suited to you before creating a customized HERA Sensual Lip. There is also a self-color diagnostic area for visitors who want to explore shades without doing the full consultation.

For the professional Custom Match experience, you’ll work through your personalized color before your lip product is created.

Note: There’s no additional service charge. You simply pay for the customized product, and at least one product purchase is required. Up to two people can participate together, which could make this a really fun mother-daughter activity, girls’ day out, or K-beauty experience to book with a friend while you’re in Seoul.

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Make A Mise-en-Scène Perfect Serum

Another customization experience doesn’t involve makeup at all. The Mise-en-Scène Perfect Serum Bespoke station looks at your hair condition as well as your fragrance preferences before blending a customized Perfect Serum for you. There are up to 45 possible formulations, which means you’re not simply picking a scent and putting your name on a bottle. If you don’t want to do the whole process, you can also answer some questions to get recommendations for the perfect serum from ones they’ve already created.

Note: Your formula is actually selected according to your hair. Price: W15,000 per product Time: Approximately 20 minutes Reservation: Not required. For travelers who don’t want to plan their day around a reservation, this may be one of the easiest bespoke experiences to try.

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Check Out The LABO-H Scalp Bar

If you’ve noticed how seriously Koreans take scalp care, you’ll understand why this is here. From the viral 15-step Korean scalp treatments to traditional scalp care at places like the Lee Moon Won Clinic, the scalp is a key part of the body that Korean beauty companies beg us not to overlook.

The LABO-H Scalp Bar focuses specifically on scalp condition and personalized care. Visitors can learn more about their scalp and explore routines using LABO-H products suited to their needs. Scalp care is something that often gets lumped into hair care in the West, while Korean beauty brands treat the scalp much more like facial skin, a difference worth looking into. If you’ve never had your scalp analyzed before, AMORE YONGSAN is an interesting place to start.

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Don’t Miss The Fragrance Labs

There are two Fragrance Labs inside the Beauty Lab dedicated to understanding scent preferences and sensory responses. The Fragrance Lab is actually a bit hidden, so you might feel like you’re walking down a corridor you’re not supposed to, turn a corner, and then you’ll breathe in the beautiful aromas and go aaahhhh. Just past the City Lab, you’ll see an entrance to the lab area, but one space is open for you to sniff, smell, and enjoy.

Programs here may vary depending on what the company is currently researching, so I wouldn’t visit expecting a specific fragrance experience unless you’ve confirmed one in advance. Still, it’s worth looking around the research section while you’re there. Time the time to enjoy their unique way of presenting aromas.

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How To Book AMORE YONGSAN Experiences

This is where you’ll want to do a little planning. Amorepacific has an international visitor reservation page for its signature stores, including its Custom Match experiences. For HERA Custom Match services, reservations generally open 14 days before the experience date at midnight Korean time. These experiences absolutely fill up so be prepared to jump on and grab them on time. Set your alarm!

Also pay attention to which flagship you’ve booked. The reservation page features experiences at both Amore Yongsan as well as Amore Seongsu. Policies and programs can change, so always double-check the service details before your visit.

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Make It A Full Day: What Else Is In The Amorepacific Building

As I mentioned above, AMORE YONGSAN isn’t the only reason to spend time in the Amorepacific headquarters. The building itself, designed by architect David Chipperfield, is one of a handful of spots in Seoul where you could spend an entire day without going back outside. This is actually one of the appeals of the building which is connected to the subway system which makes it a great stop on a rainy or cold day when you don’t want to go outside.

On the first floor, there’s an OSULLOC cafe, which is a nice place to sit down with traditional Korean tea after (or before) you’ve had your skin analyzed upstairs. Like most main OSULLOC cafes, this one also has some unique menu items that you can only get here so if you’re an OSULLOC fan, don’t miss out on those.

Head up to the second floor and there’s also an innisfree cafe, so you’re never far from a coffee or tea break between beauty stations. We waited at the innisfree cafe before the flagship store opened. It has great seats that look out over the main lobby if you want to take in the industrial architecture for a bit.

If you’re an art lover, don’t skip the Amorepacific Museum of Art (APMA). The museum focuses on one artist or one theme per exhibition, so what you see will depend entirely on when you visit, but it’s consistently one of my favorite contemporary art spaces in Seoul.

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AMORE YONGSAN vs. Amore Seongsu: Which Should You Visit?

If you’re trying to decide between AMORE YONGSAN and Amore Seongsu, I don’t think you actually have to choose. They’re different enough that both are worth visiting if you have the time. And having two locations also doubles your chances of finding an open reservation for the custom experiences. If one place is booked up, the other might still have space.

Amore Seongsu is the one to visit if you want to browse freely though. Walking through the space is more like weaving through a museum with seperate galleries. It’s a three-floor beauty playground where you can test dozens of products across more than 30 Amorepacific brands, wash your face at the cleansing station at the start, and walk away with free samples without booking anything in advance. It’s inside Seongsu-dong, so you can easily pair it with a whole afternoon of cafes, murals, and other beauty flagships in the neighborhood.

AMORE YONGSAN is a bit smaller and more appointment-driven, built around the AMORE BESPOKE program of custom foundation, lip color, and hair serum, plus the AI-powered CITY LAB skin and scalp diagnostics. It’s inside Amorepacific’s headquarters rather than a standalone neighborhood storefront.

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Is AMORE YONGSAN Foreigner-Friendly?

Very much so. Amorepacific clearly designed this flagship with international K-beauty shoppers in mind. The store supports global payment methods, provides tax refund services, and offers multilingual assistance. The bespoke services are also promoted specifically to international visitors. That matters because some of Seoul’s most interesting beauty experiences can be intimidating if you don’t speak Korean. Here, international customers aren’t an afterthought.

That said, not every consultation will necessarily be conducted fluently in English. For CITY LAB specifically, Amorepacific notes that staff can use translation applications to support communication when another language is preferred.

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Is AMORE YONGSAN Worth Visiting?

If your only goal is to stock up on Korean skincare as quickly and cheaply as possible, there are easier places to do that. But that’s not really why I’d recommend AMORE YONGSAN. Come here if you’re interested in K-beauty experiences rather than just K-beauty products. There are some fabulous K-beauty flagship stores in Seoul and one of the reasons I recommend finding your favorite brands and companies specifically is just for those experiences that really amp up your understanding of the brand and your appreciation for them.

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FAQ

Do I need a reservation to visit AMORE YONGSAN?

Not to walk in and browse the Beauty Library, but the bespoke experiences like HERA Custom Match Foundation and HERA Custom Match Lip do require reservations, which open 14 days in advance. Mise-en-Scène Perfect Serum Bespoke does not require a reservation.

Can foreigners book CITY LAB skin and scalp analysis online?

As of publishing, the official reservation pages state that online booking for CITY LAB is not available for foreign guests, and international visitors should inquire about a walk-in consultation at the store instead. Verify this before your visit, as policies can change.

How much does HERA Custom Match Foundation cost at AMORE YONGSAN?

Prices at time of publishing range from W52,000 for the HERA Black Cushion to W72,000 for the HERA Reflection Skin Glow Foundation. Confirm current pricing before you go.

Is AMORE YONGSAN the same as Amore Seongsu?

No. They’re both Amorepacific beauty flagships, but Amore Seongsu is a free-to-browse, sample-heavy showroom in Seongsu-dong, while AMORE YONGSAN is inside Amorepacific’s headquarters in Yongsan and centers on the appointment-based AMORE BESPOKE customization services.

What else can I do at the Amorepacific building besides AMORE YONGSAN?

The building also houses an OSULLOC cafe on the first floor, an innisfree cafe on the second floor, and the Amorepacific Museum of Art, so you can easily spend half a day or more there.

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I’ve been inside the Amorepacific headquarters plenty of times over the years, but AMORE YONGSAN gives me another reason to keep coming back. Even if you don’t book one of the bespoke experiences, it’s worth wandering through, trying the diagnostic tools, and seeing just how far K-beauty shopping has moved beyond simply picking a product off a shelf.

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