Musinsa Beauty Expands to Seongsu After Hongdae, Bringing Indie Brands and a Pharmacy Together

Opens 400-Pyeong Store on November 11
Showcases 10,000-Plus Products from 700 Brands
Features Indie-Brand Pop-Up Space and Pharmacist Consultations

Musinsa said on the 30th that it will open Musinsa Beauty Seongsu, a beauty specialty store, in Seongsu-dong, Seongdong-gu, Seoul, on November 11. It will be the company’s second standalone beauty store, following the Hongdae location, which opened in September.

Musinsa Beauty Seongsu will occupy the first and second floors of a building at 87 Yeonmujang-gil, with approximately 400 pyeong (1,300 square meters) of dedicated floor space. It will carry more than 10,000 products from approximately 700 brands across skincare, makeup, perfume, and hair and body care. Of these, 99 brands will be making their first appearance at a Musinsa Beauty offline store.

The store features an industrial concept that preserves the steel-frame structure of the building, which was formerly an auto repair shop. The brand’s signature coral color is used on both the exterior and interior, and Shanghai-based design studio AIM took part in the spatial design.

Rendering of the exterior of Musinsa Beauty Seongsu. Musinsa

The first floor features skincare, makeup, and perfume brands, as well as the “Next Beauty Zone,” which introduces emerging brands, and a “Touch-Up Bar” where customers can try products. It will also have a dedicated pop-up space of approximately 15 pyeong for indie brands.

The second floor features hair, body, dental, and men’s products, a ranking zone showcasing popular products, and a dedicated space for derma brands. Beauty Onnuri Pharmacy, a beauty-focused pharmacy, will also open in the store, selling over-the-counter medicines and dermocosmetics based on consultations with pharmacists. Using sales data from the Hongdae location, Musinsa selected approximately 100 brands for which customer demand is high.

A Musinsa Beauty representative said, “Musinsa Beauty Seongsu is a space where customers can enjoy discovering and experiencing new brands, while brands can showcase their strengths and meet new customers. We will continue to actively discover indie beauty brands with high growth potential and support their continued growth and wider reach by connecting online and offline channels.”

This content was produced with the assistance of AI translation services.