After 18 months of renovation, LANEIGE has reopened its flagship store in the heart of Seoul, the brand's first-ever global flagship and a destination unlike anything it has built before.
More than a retail destination, LANEIGE Seoul is a living expression of the brand's science-led vision and spirit of "OPEN TO WONDER", a space where scientific innovation is experienced firsthand through made-for-you beauty services.
"LANEIGE Seoul isn't just a store – it's our perception of what the future of beauty, technology, and design looks like," said Laneige Brand President, Pilkyung Choi.
"Every visit is different; every product is yours alone."
At the heart of LANEIGE Seoul is a commitment to hyper-personalisation: the idea that every visitor deserves a beauty product engineered specifically for them.
The flagship offers bespoke services across three categories, skin, complexion, and lip, each backed by Laneige's most advanced R&D and manufacturing capabilities.
The flagship's three bespoke services bring this vision to life:
- The Lip Sleeping Mask experience, inspired by an ice cream counter, turns precision into entertainment, allowing customers to customise their own version of the brand's iconic lip mask. Equipped with a device featuring temperature-controlled viscosity and nozzle engineering, they can choose from 10 scents and mix and match up to 45 combinations to create their own unique product.
- The Neo experience puts Laneige's bestselling cushion compact and 150 shades at the fingertips. A 1:1 colour consultation results in a unique cushion, produced on demand by a robot that makes the perfect match.
- The Cream Skin experience combines the brand's cult-favorite milky toner with part science and part alchemy: an AI-based skin read followed by a custom blend pulled from 25 possible formulations. It's then mixed on-site in just 20 minutes, leading to a unique product.
"We built this space for people who want to experience what skin science actually feels like. You have to come see it."
LANEIGE Seoul officially opened on the 5th of June 2026.
