Sulwhasoo opens its first standalone store

Beauty brand opens flagship store in Seoul

Amorepacific’s holistic beauty brand, Sulwhasoo has opened its first Korean flagship store in Seoul to introduce local and international visitors to the heritage and spirit of Asian philosophy and wisdom.

The six-story space, designed by architect duo Neri & Hu resembles a lantern which Jinsoo Jeon, Vice President at Sulwhasoo, said represents “the shine of Asian beauty wisdom”. He told Cosmetics Business that the concept has been in the making for ten years with the brand agonising over every detail to ensure it created the sense of Sulwhasoo’s past, present and future. “The store will serve as a place to deliver the beauty of harmony and balance. Visitors may experience the value of Asian beauty from inside and out with all of their five senses,” he said.

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