Musinsa is launching its second standalone beauty store, which brings together domestic and international brands rarely found in offline beauty retail along with pharmacist-led 'pharmacy beauty' consultations under one roof. Musinsa announced that it will open 'Musinsa Beauty Seongsu,' a dedicated beauty store in Seongsu-dong, Seongdong-gu, Seoul, on Nov. 11. The store follows 'Musinsa Beauty Hongdae,' which opened in September.
Musinsa Beauty Seongsu will occupy the first and second floors at 87 Yeonmujang-gil, Seongdong-gu, Seoul, with a net floor area of approximately 400 pyeong (about 1,300㎡). It will offer some 700 brands and around 10,000 products across skincare, makeup, fragrance, and hair and body care.
From the building's exterior to its interior, the store is decked out in coral, Musinsa Beauty's signature color. The brand's coral blends the brightness typical of pink with a sense of vibrancy. Since 2024, it has been used across major offline spaces and events to express the brand's identity. Musinsa Beauty also used coral to emphasize its distinct identity at 'Mubupe (Musinsa Beauty Festa),' which debuted in 2024 and has now been held three years running, as well as at 'Musinsa Beauty Hongdae.'
The interior reflects the local character of Seongsu-dong, once a dense cluster of factories and auto repair shops. The original steel frame of the building, formerly a car repair shop, has been preserved to create an 'industrial concept' that is reinterpreted as a contemporary beauty space, with coral accents adding a sense of energy. The space was designed with AIM, a Shanghai-based architecture and interior design studio that has created stores for global fashion brands.
In curating the brand lineup, the company focused on offering a broad range of domestic and international brands that are hard to find in conventional offline beauty retail. Ninety-nine brands, or about 15% of all brands in the store, will enter a Musinsa Beauty physical store for the first time through the Seongsu location. Shoppers will find brands popular online, such as COSRX, Bioderma, Jill Stuart Beauty and AMELI, as well as dermo (derma) brands including THE IYU, REJUEXCEL and INFIDERM. Emerging brands built on differentiated products and concepts, such as KIBO (ear patches) and AQUELA (shower gloves), will also be featured.
The first floor centers on skincare, makeup and fragrance brands and is designed to let customers try products firsthand and discover new brands. It also houses a 'Next Beauty' zone that spotlights emerging brands with strong growth potential and a 'Touch-Up Bar' where shoppers can freely try makeup products.
Reflecting the Seongsu district's reputation for pop-up stores and experiential content, the store also features a separate 'brand-exclusive pop-up zone' of about 15 pyeong. The space is meant to help indie brands that would struggle to run their own standalone stores present their concepts and products to customers and gauge consumer response on-site.
The second floor focuses on hair, body, dental and men's care brands. It includes the 'Musinsa Beauty Ranking Zone,' which showcases Musinsa Beauty's best-selling products at a glance, and the 'Musinsa Beauty Focus Dermo Zone,' which introduces a range of dermo brands organized around skin concerns.
Beauty Onnuri Pharmacy, a beauty-specialized pharmacy, will also open on the second floor. Following Hongdae, Musinsa Beauty is again partnering with Beauty Onnuri Pharmacy in Seongsu to curate expert-backed products and refine its 'pharmacy strategy.' Product categories have been further segmented into areas such as acne and breakouts, melasma and pigmentation, hair loss, and dryness and moisturizing. Another key feature is the optimized assortment: drawing on product-level sales data accumulated at the Hongdae store, the company selected about 100 brands with high customer demand. The pharmacy carries a broad range of products, from over-the-counter drugs to dermocosmetics and skincare, and customers can consult a pharmacist to choose products suited to their skin condition and care goals.
"Musinsa Beauty Seongsu is a space that offers customers the joy of discovering and experiencing new brands firsthand, and gives brands the opportunity to showcase their competitiveness and meet new customers," a Musinsa Beauty official said. "We will continue to actively discover indie beauty brands with high growth potential and connect online and offline channels to help them reach more customers and achieve sustained growth."
