Seoul for beauty lovers: where to start

For anyone who loves Korean skincare, Seoul is the dream trip. Beauty shops line the busy streets, new brands open pop-ups in quieter lanes, and testers seem to be everywhere. The city is big, though, so a simple plan helps. This isn't a ranking or a full itinerary, just a few easy places to begin and some habits that make shopping smoother.

Myeongdong: the classic first stop

Myeongdong is a central district famous for its many cosmetics shops and its street food. A short walk takes you past a long line of Korean beauty brands, which makes it an easy place to compare textures and scents side by side. It gets busy, so go with a short list of what you're looking for, and save time for a snack from the street stalls when your feet need a break. A quick tip: photograph the products you like, with their names, so you can compare and find them again later.

Olive Young: the beauty chain you'll keep spotting

Olive Young is a large Korean health and beauty store chain with branches across the country. You'll find skincare, makeup, hair and body care under one roof, and because there are so many locations, you don't need to plan your day around a single store. What's on the shelves can differ from branch to branch, so if a product you want is missing, the next one may have it. Browsing the aisles is also a good snapshot of everyday Korean skincare, from sunscreens to sheet masks.

Seongsu-dong and Garosu-gil: new brands, slow afternoons

Seongsu-dong is known for pop-up stores, cafés and new brands. Pop-ups come and go, so part of the fun is discovering what's on that week, and it's worth checking social media before you head over. This is where you'll meet labels you may not have heard of yet and see how younger Korean brands like to present themselves.

South of the Han River, in Gangnam, Garosu-gil in Sinsa-dong is a tree-lined street of boutiques and cafés. The name itself means "tree-lined road." The pace is calmer than Myeongdong's, which makes it good for browsing, a long coffee and a few unplanned finds. Wear comfortable shoes: between shops, cafés and subway stations, you'll probably walk more than you expect.

End the day by the Han River

In 한강, 강 simply means river. Parks stretch along its banks, and after a day of shopping, an evening walk by the water is a lovely way to slow down. Think of it as Seoul's version of an evening on the Corniche: a breeze, city lights and time to sit with your new finds.

Try first, buy second: in Seoul, the testers are part of the trip.

Smart shopping habits

• Try testers on the back of your hand first. Give a cream or sunscreen a minute to settle so you can judge the texture and finish before it goes anywhere near your face.
• Check the Korean label and the expiry date. Look for 사용기한 (sa-yong-gi-han), the use-by date, or a manufacturing date with a note on how many months the product keeps once opened.
• Look for travel-size kits. Minis and trial sets let you try a new brand without committing to a full bottle, and they're much easier to pack.
• Shop for your own climate. A rich cream that feels perfect in Seoul's cold, dry winter may feel heavy in a Saudi summer, so think about where you'll actually be using it.
• Ask about tax refunds. Korea offers tourists tax refunds on eligible purchases, so ask in store how it works and keep your passport with you.

If Seoul has to wait

Not every year has room for a big trip, and that's okay. CHOMI brings Korean skincare from Korea to Saudi Arabia, so you can start your own little Seoul shelf at home. And when you finally land in Myeongdong, you'll already know your favorites.

Mini sizes, made for exploring

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