Amorepacific has reimagined its AMORE YONGSAN flagship in Yongsan, Seoul as a next generation “House of New Beauty,” blending K beauty showroom, R&D lab, diagnostics hub and community space on the second floor of its headquarters. Reopened on April 30, 2026, the store turns the group’s “Create New Beauty” vision into a live, test and co create environment for both local and international visitors.
A flagship built around “Create New Beauty”
“Create New Beauty” is Amorepacific’s corporate vision, focused on using technology and science to co create new forms of beauty with customers rather than for them. AMORE YONGSAN translates that vision into spatial design and services, uniting brand showrooms, diagnostic tools, bespoke formulation, research participation and event spaces under one roof.
The flagship functions as a K beauty showroom, where visitors can discover key brands and the latest launches across skincare, makeup and hair care in a single location. At the same time, it operates as a research driven space, with company researchers interacting directly with customers and using AI based analysis to assess current skin conditions and model future changes.
AMORE BESPOKE: personalized makeup and hair care
At the center of the new flagship is AMORE BESPOKE, a customized cosmetics service that creates made to order products on site, tailored to each customer’s characteristics and preferences. The service covers multiple categories, including base makeup, lip products and hair care, with finished items labeled with the customer’s own name.
As part of the relaunch, the HERA CUSTOM MATCH FOUNDATION service has been significantly expanded. The shade range now spans from No. 3 through No. 50, and a new “Reflection Skin Glow” finish has been added alongside the existing “Silky Stay” and “Black Cushion” lines, giving customers a much broader set of options to match tone and desired finish.
The HERA CUSTOM MATCH LIP service has also evolved from a consultation only format to include a self experience zone, where a newly introduced self color diagnostic program helps visitors identify and test their best suited lip shades. On the hair side, the MISE EN SCÈNE PERFECT SERUM BESPOKE service offers up to 45 customized hair serum formulations, calibrated to an individual’s hair condition and preferred fragrance profile. All bespoke services are available in multiple languages, reflecting the high proportion of international guests.
CITY LAB and My Skin Future: diagnostics for now and next
Newly introduced with the relaunch, CITY LAB is a dedicated skin and scalp diagnostic zone that further differentiates the AMORE YONGSAN experience. Its core service, “My Skin Future,” uses decades of Amorepacific skin research data, combined with AI algorithms, to produce a visual assessment of both current skin condition and projected future changes based on lifestyle factors.
This allows customers not only to understand where their skin stands today, but to see possible trajectories and adjust routines accordingly, aligning with the company’s broader “Holistic Longevity” philosophy. That philosophy, woven throughout the flagship, extends beauty beyond topical care to encompass long term skin health and overall wellness.
AMORE BEAUTY LAB: turning visitors into co creators
Inside AMORE YONGSAN, the AMORE BEAUTY LAB gives customers a chance to go beyond sampling and actually participate in product development. Visitors can join product testing, sensory response studies and interviews, feeding real time insights back to researchers working on next generation formulas and experiences.
By making the journey from feedback to finished product more transparent, Amorepacific aims to pull its “Create New Beauty” vision into the core of the customer experience, rather than keeping R&D behind the scenes. The company describes AMORE YONGSAN as a place where customers can “directly experience and co create” that vision, from personalized cosmetics and advanced skin analysis to participation in innovation itself.
Designed for global visitors and community
Recognizing Seoul’s role as a global beauty destination, AMORE YONGSAN has enhanced its offer for international visitors with multilingual staff, global payment options and on site tax refund services. Country specific product curation, a gift zone and flexible event spaces support brand launches, VIP programs and influencer activations, making the flagship a hub for both consumers and industry partners.
The store is located on the second floor of Amorepacific’s headquarters in Yongsan. Reservations for AMORE BESPOKE, CITY LAB diagnostics and beauty classes can be made via AMORE MALL, and additional information is available on the official AMORE YONGSAN website. As the spokesperson notes, Amorepacific plans to keep expanding touchpoints that embody its Holistic Longevity approach, with the flagship serving as a blueprint for future experience led retail in K beauty.
