Discover the story of Korean beauty, from traditional wellness and centuries-old beauty philosophies in historic Bukchon to the innovative world of modern K-Beauty. Explore iconic Korean beauty brands in Seongsu and experience how Seoul's rich cultural heritage continues to inspire today's globally celebrated skincare and beauty industry.

Programme Details

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Meet the guide in the morning and, using public transportation, start in the historic neighbourhood of Bukchon Hanok Village, where the traditional setting provides the perfect introduction to Korean wellness, beauty traditions and self-care.

Begin with a visit to the Bukchon Wellness Museum, discovering Korean perspectives on wellness and the traditions of caring for both the body and mind. Learn more about the role of wellness and self-care in Korean culture and how these philosophies continue to influence modern beauty practices today.

Continue to The House of Sulwhasoo Bukchon, located inside a beautifully restored traditional hanok. Learn about the philosophy behind one of Korea's most prestigious beauty brands, where traditional Korean herbal ingredients, known as hanbang, and centuries-old beauty rituals meet modern skincare innovation.

Next, visit Beauty of Joseon, a Korean skincare brand inspired by the beauty secrets and traditions of the Joseon Dynasty. Discover how historical Korean beauty rituals and natural ingredients continue to inspire modern skincare products enjoyed around the world.

Enjoy lunch in the Bukchon area or nearby before transferring to Seongsu District, one of Seoul's trendiest and most creative neighbourhoods. Once an industrial area, Seongsu has transformed into a vibrant hub for fashion, lifestyle and beauty brands, with numerous innovative concept spaces.

Explore the streets and step inside some of Korea's most exciting K-Beauty flagship stores. Begin at the colourful and creative AMUSE Seongsu Flagship Store, one of Korea's leading contemporary beauty brands.

Continue to the TIRTIR Seongsu Flagship Store to explore the brand's popular beauty products.  A skin analysis may also be available on a first-come, first-serve basis, offering an opportunity to better understand individual skincare needs and find the most suitable foundation shade.

Next, visit MEDICUBE Seongsu, known for its innovative skincare products and beauty technology, offering another perspective on the cutting-edge developments that have helped shape today's global K-Beauty industry.

Conclude the exploration of Seongsu with a visit to Gentle Monster, one of Korea's most internationally recognised eyewear brands. More than simply a sunglasses store, Gentle Monster is renowned for its spectacular and futuristic interiors, combining fashion, art and imaginative installations to create a unique and immersive shopping experience.

Transfer back to the hotel and enjoy the rest of the day at leisure. (L)

Inclusions:

🥘 Lunch

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