From Hanoks to High-Tech: Discover YLESS, Bukchon’s Futuristic Beauty Playground
What if I told you that beneath the serene charm of of Bukchon’s traditional hanoks lies a futuristic K-beauty playground waiting to be discovered? Walking down the alleys and streets of Bukchon Hanok Village, it’s easy to feel transported back to the Joseon Dynasty (1392 – 1910). With beautiful hanoks, traditional Korean buildings, everywhere you look, people adorned in traditional hanboks, traditional dresses, you’d never guess that just around the corner, futuristic K-beauty innovations are quietly redefining the landscape. Enter YLESS (와이레스).
A venture by Koreatech, the creators of Kahi and pioneers of the multi-balm craze that came out of Korea in 2020, the YLESS Flagship Store blends traditional Korean aesthetics with cutting-edge K-beauty innovation… if you know where to look.
The YLESS Flagship Store in Bukchon is very cool. Don’t miss this stop. It’s not your standard hanok!
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Basic Info
Address: 58 Bukchon-ro, Jongno-gu, Seoul (서울시 종로구 북촌로 58)
What is YLESS all about?
YLESS is all about promoting emerging K-beauty brands that prioritize quality without compromise. Unlike traditional platforms that spotlight established names, YLESS aims to partner with underdog brands from the very start, offering their support in marketing and leveraging the expertise honed through Kahi’s success.
And they aren’t just building their base in Korea. With a global vision, YLESS launched both online in Korea and the US simultaneously, featuring 1,000 products from 20 brands crafted by top Korean manufacturers like Kolmar Korea and Cosmax.
True to its motto, “Why less for your skin,” YLESS makes premium K-beauty accessible to all, with products ranging from W10,000 to W80,000 ($7 to $55).
Touring the YLESS Flagship Store In Bukchon
The Bukchon area is quickly becoming a mecca of beauty flagship stores as Korean beauty brands realize how many foreign tourists are interested in the Korean beauty scene and set up shop in the area. You can now combine traditional Korean sightseeing with beauty innovation for a fabulous day in the area.
You can also visit the nearby Sulwhasoo Flagship Store Bukchon just across the street. And be sure to visit the beautiful OSULLOC tea shop just above.
The Cafe
Housed in three beautifully remodeled hanoks, YLESS greets you with Jieumdang, a chic café where you can sip on tea or coffee while watching the bustle of Bukchon unfold outside.
Most people would stop here, enjoy their drink, and move on. But if you’re paying attention, you’ll notice a door that exits to the rear. There are hints to the YLESS world of beauty as you look around at the various displays. Step outside, and there is a sleek pink and metallic elevator. Curious where it leads? Only one way to find out.
The Experiential Beauty Space
Press the elevator button, and you’ll descend into YLESS’s hidden gem: an experiential beauty space unlike any other. This isn’t just a store, it’s a playground for K-beauty lovers with robotic arms to boot. The space is split into two distinct sections:
- Wink Line, where luxury-inspired products meet budget-friendly prices, riding the wave of the global “dupe” trend.
- First Try Line, a showcase of bold, innovative formulas you’ve probably never seen before—think bubble-pack toners and Korean spicy lip plumpers that deliver unexpected textures and fresh experiences.
And if you’ve ever struggled to find the right foundation shade, YLESS has you covered. Breaking away from the usual K-beauty norm of three or four options, they offer diverse base makeup shades designed to complement a wide range of skin tones.
The staff is extremely helpful and ready to give anyone that visits a tour of the space that can be overwhelming with the cool factor when you first enter. They’re ready to provide beauty tips and provide product demonstrations.
The space is stunning, and as you start to focus on the layout, you’ll notice how thoughtfully everything is arranged. It’s well-spaced and inviting, making it easy to navigate. Unlike other overcrowded beauty stores where products compete for attention, YLESS gives each item room to breathe.
The clean, minimal design guides your eyes naturally from skincare to makeup, letting you explore at your own pace. It’s the kind of place where you can take your time, test, and discover without the pressure of sensory overload.
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