IMAGES: GETTY; COCORY; PROUST
customers strong results at a reasonable cost,” says Shin Young Park, CEO of Skin Angella Clinic in the capital. Indeed, the city lives up to its reputation. Packed with clinics,
Seoul offers travellers treatments that can be 30-50% cheaper than in the US or Europe without compromising on quality. In such a competitive market, high standards are simply the norm, making the city a playground for beauty devotees. Navigating the options can be overwhelming, which is where
beauty concierge services like Aneue come in. “With so many clinics offering similar treatments, specialisation is what sets doctors and practices apart,” says Jennifer Seo, founder of Aneue. She works with clients from around the world, helping them find the latest treatments and bespoke wellness experiences in Seoul. Among visitors, the most sought-after treatments include
skin-brightening lasers, lifting and sculpting facials and skin boosters such as Rejuran, a non-surgical treatment in which polynucleotides derived from salmon DNA are used to rejuvenate the skin. Known for improving texture while stimulating collagen production, it’s one of the innovations that’s helped cement Seoul’s reputation as a global beauty destination.
Beauty beyond skincare Yet treatments are only part of the story. At the heart of Seoul’s beauty scene are the products that underpin these clinics. In one of the world’s most competitive cosmetics markets, brands compete not only on innovation but also customer experience, creating striking flagship stores that blur the line between shop and beauty laboratory. For example, at Amore Seongsu — an immersive beauty store in Seoul’s trendy Seongsu neighbourhood — you can have your skin analysed with AI to
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create a custom serum. There’s also the option to have a robot colour match your perfect foundation shade and formulate a personalised BB cream. And South Korea’s beauty boom doesn’t stop at skincare.
In Seoul, the same innovation also extends to haircare and body treatments. Located on Myeongdong Street, Juno Hair has a signature scalp and hair ritual made up of no fewer than 18 steps. Think deep cleansing, exfoliation, massage, steam therapy and relaxation rituals, all performed by a specialist. “Many overseas visitors know K-beauty treatments, but
Korean scalp care is still relatively new outside Asia,” says branch director Bong Goo. “This treatment focuses not just on scalp health, but also on stress relief and wellbeing. It’s both a beauty treatment and a uniquely Korean cultural experience.”
A smart start Before embarking on a K-beauty pilgrimage, a little planning goes a long way. Start by deciding where your interests lie — are you keen to focus on skincare, haircare, body treatments or perhaps all three? Once decided, set a budget and scan reputable clinics and reviews. Many practices specialise in certain treatments depending on the doctor’s expertise, and the best clinics will offer a one-on-one consultation with a dermatologist to tailor procedures to your skin type. That said, half the fun lies in dipping into the sheer range of
experiences on offer. K-pop idol makeovers at Hautbeaute in Cheongdam and personalised skin tone analyses at Cocory in Hongdae sit alongside perfume-making at Proust, tucked within the traditional Bukchon Hanok Village. Together, they capture the spirit of K-beauty — playful, precise and endlessly inventive.
Clockwise from above: In spring, Seoul’s Namsan Outdoor Botanical Garden comes alive with cherry and azalea blossoms; Cocory uses the world’s first skin- tone measurement cube to analyse brightnesss, redness and undertone; Proust’s scent-making workshops allow guests to blend perfumes from around 40 different fragrance notes
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