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– Introducing the “House of New Beauty,” a space integrating a showroom, research, and customization services
Seoul, South KoreaMay 12, 2026 /PRNewswire/ — On April 30, the “AMORE YONGSAN” flagship store, located on the second floor of Amorepacific’s Yongsan headquarters in Seoul, reopened after a renovation. AMORE YONGSAN is a space where customers can personally experience Amorepacific’s new corporate vision, “Create New Beauty,” announced in 2025. It is a new-concept beauty flagship store that combines a brand showroom, skin and scalp diagnosis and customization services, a research space, and community functions.
Panoramic view of the AMORE YONGSAN flagship store
Amorepacific’s corporate vision, “Create New Beauty,” aims to create new beauty through technological innovation, in collaboration with customers. AMORE YONGSAN embodies this vision in every aspect of its space, services, and customer experience, with the entire store adopting the theme “House of New Beauty.”
AMORE YONGSAN is a K-Beauty showroom where customers can simultaneously experience Amorepacific’s major brands. At the same time, it is a research institute that provides diagnosis and customized cosmetic services based on the latest beauty technology, with researchers personally diagnosing customers’ skin conditions and offering solutions. Customers visiting here can not only experience the brand’s newest products but also scientifically diagnose their personal skin condition. Through AI analysis, customers can understand their current and future skin changes and can even create personalized products with their names on-site. Amorepacific incorporates the “Holistic Longevity” philosophy into the overall spatial experience, advocating for a healthy beauty that extends beyond the skin to encompass all aspects of life.
AMORE YONGSAN HERA CUSTOM MATCH experience zone
The core service of AMORE YONGSAN is the “AMORE BESPOKE” customized cosmetic service, reflecting individual characteristics and preferences, which allows customers to customize base makeup, lip products, and hair care products on-site. Through this renovation, the shade range for HERA CUSTOM MATCH foundation and cushion products has been expanded from shades 3 to 50. In addition to the existing Silky and Black Cushion, the “Reflection Skin Glow” product has been added. HERA CUSTOM MATCH LIP has also been upgraded from a primarily consultation-based service to a self-service experience zone. Through the newly introduced self-service color diagnosis content, customers can receive recommendations for suitable lip colors and try them out. Mise-en-scène PERFECT SERUM BESPOKE can customize a total of 45 hair serums based on the customer’s hair condition and fragrance preferences. All BESPOKE services support multilingual descriptions for the convenience of international customers.
The newly introduced “CITY LAB” skin and scalp diagnosis service has also become a distinctive feature of AMORE YONGSAN. Amorepacific has developed a future-oriented skin diagnosis service, “My Skin Future,” by combining decades of accumulated skin research data with AI algorithms. This service not only presents the current skin condition but also visually displays future skin changes based on different lifestyles.
In the “AMORE BEAUTY LAB” within AMORE YONGSAN, customers can not only experience products but also participate in new product testing, sensory response research, and interviews, directly offering opinions during the product development process. By making the process of turning “customer voices” into actual products and services transparent, Amorepacific plans to further expand the “Create New Beauty” vision into a practice centered on customer experience.
AMORE YONGSAN offers multilingual reception services, a global payment system, and on-site tax refund services for international customers, enhancing convenience for global visitors. The product curation zone reflecting different country preferences, a gift section, and spaces for events and meetups will be used in the future for brand launches, VIP programs, and influencer meetings.
An Amorepacific official stated, “AMORE YONGSAN is a space where customers can personally experience and co-create the ‘Create New Beauty’ vision. We will provide new forms of beauty experiences, from customized cosmetic production and skin diagnosis to participation in new product development. Moving forward, we will continue to expand touchpoints with customers and convey the ‘Holistic Longevity’ philosophy in diverse ways.”