Despite e-commerce now being the norm, 71% of retail sales still come from in-person shopping. As a result, beauty brands are continually reexamining the customer experience and the evolving role of physical retail spaces. Amorepacific is looking beyond the traditional brick-and-mortar model, building a future around personalization, technology, and community-driven experiences.
The company recently reopened Amore Yongsan, its flagship store at its Seoul headquarters, positioning the space as a “House of New Beauty.”
Designed to embody Amorepacific’s “Create New Beauty” corporate vision, the next-generation flagship combines elements of a brand showroom, bespoke beauty services, and research technologies.
“Amore Yongsan is a place where customers can directly experience and co-create the ‘Create New Beauty’ vision,” an Amorepacific spokesperson said in a statement. They added that the store “delivers a new kind of beauty experience, from personalized cosmetics and advanced skin analysis to participation in product development.”
At Amore Yongsan, customers can explore products across Amorepacific’s portfolio of brands while engaging in services such as AI-powered skin diagnostics, which assess current skin conditions and provide insights into future concerns. The experience integrates both technology and customization, allowing consumers to engage with products beyond traditional shelf discovery through individualized recommendations and interactive services.
The flagship also features “Amore Bespoke,” a platform that creates made-to-order products across base makeup, lip, and haircare categories. Meanwhile, the Mise-en-scène Perfect Serum Bespoke service offers up to 45 tailored serum combinations based on individual hair conditions and fragrance preferences, while City Lab provides AI-powered skin and scalp analyses.
As part of the relaunch, Amorepacific has expanded its Hera Custom Match Foundation, offering a wider shade range and additional finish options. The Hera Custom Match Lip experience has also been added to help visitors better understand their undertones and discover shades tailored to their complexion.
With technology at the center of the experience, the flagship also reflects beauty’s growing intersection with wellness and longevity. Amorepacific has incorporated its “Holistic Longevity” philosophy throughout the space, reinforcing the idea that beauty extends beyond cosmetics to long-term health and overall well-being.
What makes Amore Yongsan distinct is its Amore Beauty Lab, which emphasizes customer participation in product development. Visitors can take part in product testing, sensory response studies, and interviews that directly inform future innovation. In this sense, the flagship functions not only as a retail destination but also as a live research and feedback hub that enhances the consumer experience while providing brands with real-life insights.
As Amorepacific seeks to differentiate itself in a saturated market, its immersive flagship concept goes beyond simply selling products—the company is placing consumer experience and participation at the center of retail.
