AMORE Seongsu

• Integrated brand testing — Skincare, base makeup, point makeup, brushes, and hair tools are arranged by category so you can compare products in one place without moving between brand counters.
• Cleansing & powder rooms — On-site spaces let you remove previous products and reapply test products, which is convenient if you stop by while out and about.
• Monthly pop-ups — Collaborations and exhibitions with domestic and international brands rotate monthly; up to half the space may change depending on the month, so there’s value in returning.
• Samples — Small samples are often available near the exit even if you don’t purchase anything.

AMORE Seongsu is a hands-on flagship store run by Amorepacific in Seongsu. The space preserves the old auto repair shop structure, with Seongsu’s characteristic red brick and exposed steel continuing into the interior. The key point isn’t the decor but the way the store operates. There is no admission fee and no purchase obligation. You can apply and compare products from about 30 Amorepacific brands—Sulwhasoo, Laneige, Hera, Mamonde, IOPE, and more—on site, then decide whether to buy later.

For travelers this space is useful for a simple reason: many people buying K-beauty in Korea worry about choosing products that match their skin tone. AMORE Seongsu is designed so you can make that decision inside the store.

• Closed on Mondays. If your Seongsu itinerary falls on a Monday, skip this stop.
• A realistic visit takes 30 minutes to 1 hour; add more time if you want to see the pop-up.
• If you have luggage, use the store’s storage area; the testing routes are narrow when you carry a suitcase.
• One-on-one personalized services (foundation shade matching, custom lip services, etc.) have varying availability and reservation rules. If you plan to visit for a specific service, check the official channels for current operation and reservation details before you go.
• On-site parking exists, but weekend parking turnover in Seongsu is poor. Walking routes from Ttukseom Station or Seongsu Station are recommended.

AMORE Seongsu isn’t typically a half-day destination by itself. It functions as a reference point on Seongsu’s K-beauty/shopping route. It’s adjacent to Yeonmujang-gil, where cafes and brand showrooms cluster; a practical flow is to test products here, decide what to buy, then pick up purchases at nearby concept stores or drugstores. If you visit late afternoon there’s usually enough time before dinner—the store closes at 8:30 PM.

• Address: 7 Achasan-ro 11-gil, Seongdong-gu, Seoul, South Korea
• Hours: 10:30 AM – 8:30 PM
• Closed: Every Monday; Lunar New Year and Chuseok holidays (2026 Chuseok holiday: October 6–7, 2026)
• Phone: 02-469-8600
• Admission: Free
• Reservations: Not required for general visits or product testing