SEOUL | A new three-storey Olive Young signature store has opened in Hongdae, Seoul.
Spanning approximately 330 square meters (per floor) near the artistic and energetic spirit of the Hongdae Playground area, the store has brought a bold new concept to the heart of K-beauty culture.
Hongdae is one of Korea’s most vibrant districts, known for its high concentration of male consumers in their 20s and 30s, as well as a global customer base.
The first floor features the largest-ever “Men’s Edit” zone, a dedicated space for men’s grooming and wellness alongside the popular sportswear brand HDEX.
This is not just a beauty section: the zone offers a comprehensive curation that spans skincare, haircare, deodorants, protein supplements, and vitamins tailored to men’s lifestyle and wellness needs.
A “Men’s Solution” zone also allows visitors to test styling products, including fragrances, hair, and makeup, directly in-store.
The second floor has been dedicated to colour cosmetics, while the third floor caters to global K-beauty fans with a curated selection of sheet masks and popular skincare items.
To enhance the shopping experience for international customers, the store has been staffed with multilingual beauty advisors who are fluent in English, Chinese, and other languages. It also features a dedicated checkout area for global visitors.
Reflecting Olive Young’s latest evolution into a full-fledged beauty playground, the store has integrated cutting-edge personalisation tools like a “Skin Scan” machine and immersive K-pop-inspired retail elements, delivering a one-of-a-kind beauty destination that blurs the lines between culture, wellness, and entertainment.
