Burberry Beauty Opens a New Fragrance and Make Up Destination at Shinsegae South City

Located at 536 Poeun-daero in Yongin, the opening reflects the continued importance of South Korea to the global beauty market.

Customers visiting the new Burberry Beauty space can explore fragrance, lip products and the broader make up offer in person, discovering how the house translates its fashion identity into colour and scent. For Burberry, beauty has become an important extension of its wider brand world.

The house is recognised for its British heritage, signature check, outerwear and relationship with the changing weather of London. Its beauty collections take inspiration from those familiar references, using shades, textures and packaging to create products that feel connected to the same visual universe.

Fragrance is a central part of that experience. A scent can communicate a brand’s identity in a more personal way, becoming part of a customer’s everyday routine and memory…