I recently explored the popular Seoul neighborhood of Seongsu-dong. Often referred to as “the Brooklyn of Seoul“, Seongsu-dong is mostly known for its craft coffee bars and organic restaurants in repurposed warehouses. What impressed me the most here, however, is Amore Seongsu (AMORE 성수), a multi-space owned by Amore Pacific, where you can try out some of the best Korean skincare and make-up products completely free of charge! Here’s why you need to visit Amore Seongsu in Seongsu-dong.

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About Amore Seongsu

Amore Seongsu runs under the belt of Amore Pacific, a South Korea beauty and cosmetics conglomerate operating more than 30 brands related to beauty, personal care and health; this includes brands like Sulwhasoo, Laneige, Mamonde, Etude, and Innisfree. The company was founded in 1945 and is the 12th largest cosmetics company in the world today.

However, the story of the brand goes back even further with Madame Yun Dok-jeong selling camellia oil as a hair treatment in the village of Kaesong (North Korea today) in the 1930s. One of her sons took over the company in 1945 and transformed it into a blossoming success.

Amore Seongsu Experience in Seoul

To celebrate the success of the brand and to involve fans and potential customers into their world of beauty and health, the Amore Seongsu Experience was created in the Seongsu-dong area of Seoul.

A beautiful space laid out on 3 floors invites people to step into the world of Amore Pacific and try out pretty much all of their beauty and skin care products completely free of charge. On top of that, you receive a 10,000 KRW coupon that you can redeem online in their shop, as well as a 20% discount coupon for the Osulloc Café on the second floor. You also get to pick 5 free samples at the end of the experience to take home with you.

Address: 서울시 성동구 아차산로 11길 7

Opening hours: 10:30 AM – 8:30 PM (Closed on Mondays)

Use this map as a reference for the different areas of Amore Seongsu introduced below.

Reception (2)

Once you enter the building, you will be greeted by a friendly staff explaining how the Amore Seongsu experience works. You will be issued a ticket with the discounts and a map of the area. You can also arrange makeup service appointments here and even leave heavy luggage in their locker area.

Cleansing Room (3)

The next step of the Amore Seongsu experience is to enter the cleansing room. Here, you have a whole arsenal of Amore Pacific products at your disposal to cleanse, exfoliate and tone your face in a private vanity area. This is where your experience of Amore Seongsu truly begins. I was completely overwhelmed and so excited to try all of these amazing products.

As soon as I stepped into the cleansing room, I felt like a little kid on Christmas – but in a zen kind of way. The whole area was perfectly arranged and filled with natural light coming from the green and realxing Seongsu Garden through the large windows.

Garden Lounge (4)

With views of the lush garden outside, visitors can try out skin care and make-up products in the beautiful Garden Lounge area. Relax, sit back and grab something to drink, while trying your way through the 3,000 products available in the Beauty Library.

I also loved the many retro Amore Pacific magazines and posters showcasing the brands long history.

Beauty Library (5)

The beauty library is the largest area of Amore Seongsu – and also the most fun!

This space introduces about 3,000 products ranging from skincare to make-up and even brushes and hair tools. Visitors can try all of the products and dive deep into the world of Amore Pacific. If there is something you like, note it down and you will be able to purchase it with a discount later on on their website.

Skin and body products from Amore Pacific brands

Popular classics and the newest make-up from Amore Pacific brands

Make-up products used for specific looks from Amore Pacific make-up artists

Try out the latest products from Korean skin care and make-up

These products focus on the sense of touch on the skin.

Swatch and find the perfect lip color for your complexion, mood or season

Try out your favorite products in front of professional mirrors with the perfect lighting and application tools.

Seongsu Market (6)

At the end of the Amore Seongsu experience, you can choose 5 free samples of the products you tried to take home with you. You can also purchase a unique ‘Seongsu Toner’, that’s only available at this location.

O’sulloc Teahouse (8)

The well-known Korean tea brand O’sulloc is also part of the Amore Pacific clogomerate and has a location at Amore Seongsu. On the third floor of the building, you can enjoy a cup of Korean green tea and various delicious desserts and snacks after (or in-between) your beauty experience at the center.

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