Amore Seongsu brings personal touch to makeup experience with 125 shades, individualized consultation

Between the afternoon rumble of the Seoul subway line No. 2 and the persistent factory noise in Seongsu-dong, eastern Seoul, stepping into Amore Seongsu is like finding a tranquil haven amid an industrial wilderness.

The Amore Seongsu building in Seongsu-dong, eastern Seoul, along with its iconic garden, has established itself as a must-visit destination for international tourists in a trendy neighborhood renowned for its warehouse cafes and boutique shops. [AMOREPACIFIC]

Between the afternoon rumble of the Seoul subway line No. 2 and the persistent factory noise in Seongsu-dong, eastern Seoul, stepping into Amore Seongsu is like finding a tranquil haven amid an industrial wilderness.

Nestled within Seongsu-dong's streets, an impressive transformation awaits as old warehouses and factories unveil their newfound personalities — reborn as trendy coffee shops and restaurants.

At first glance, the unassuming structure of Amore Seongsu seamlessly merges with its mundane surroundings, only revealing its true grandeur as its garden landscape unfolds. Once a car repair shop, the lush green expanse of the flagship store contrasts against the industrial neighborhood.

Amore Seongsu transcends being a mere flagship into representing the very ethos of Amorepacific, embodying the true essence and vision of the company: "Live Your New Beauty."

K-campus student reporters observe the Hera Silky Custom Match service at Amore Seongsu on June 23. [PARK SANG-MOON]

As a leading global beauty and skincare conglomerate, Amorepacific has been revolutionizing the industry for more than nine decades. Starting its humble origins in 1932 by selling camellia oil, the company has since expanded its reach, offering an extensive range of more than 30 brands, including Sulwhasoo, Laneige, Etude and Innisfree.

Recognizing the need for sustainable practices in the beauty industry, Amorepacific embraced a commitment to sustainability, upholding its mission "2030 A MORE Beautiful Promise."

By 2030, the company intends to use 100 percent renewable energy at all global production sites and use recycled or bio-based plastics for 30 percent of all plastic packaging.

Opened in 2019, Amore Seongsu is one of Korea's flagship locations for Amorepacific. Beyond being a mere display of products, Amore Seongsu serves as an experiential hub inviting visitors to immerse themselves in the world of Amorepacific.

A robot co-developed by Amorepacific and KAIST creates a customized foundation for customers participating in the Hera Silky Custom Match service. [AMOREPACIFIC]

The entrance envelops visitors with the comforting scent reminiscent of a forest after rain, its source apparent as the garden peeks through the windows as you walk.

Visitors are first greeted by the cleansing room — an area to cleanse their skin from the contaminants outside and prepare it for testing at the flagship's beauty library.

The beauty library serves as a comprehensive showcase of more than 1,500 Amorepacific products, offering a wide range of formulations and textures.

Anisa Balqis, a Malaysian student at Korea University in Seongbuk District, central Seoul, visited Amore Seongsu on June 23 and said it had been her "nth time" visiting the flagship store.

"You can try skincare in many places [in Korea]. But because they have a lot of brands here, there's a different variety for me to try," Balqis said. "You can try all the textures straight away."

One of the highlights of Amore Seongsu is its custom beauty services. By prior reservation, visitors can create their perfect shade of foundation on the spot through the Hera Silky Stay Custom Match service or customize an MLBB lip tint through the Lip Picker service, all with professional consultation from skilled makeup artists.

The Hera Silky Stay Custom Match and the Lip Picker service operate through reservations on the flagship's official website, offered only in Korean. Reservations start at midnight two weeks before the desired date. However, due to overwhelming demand, reservations usually close early.

Prices for the customized foundation and lipstick are 68,000 won ($51) and 20,000 won, respectively, and you pay on-site. Both exclusive experiences take approximately 45 minutes.

The Hera Silky Stay Custom Match service assists visitors in designing a customized foundation. With an extensive collection of 125 unique shades, it caters to a wide variety of skin tones and identifies the five closest shades to match the visitor's skin. Throughout the process, a skilled makeup artist provides one-on-one guidance, ensuring a customized approach that perfectly aligns with individual preferences.

Once the ideal foundation shade and formula have been meticulously determined, the mixture is transferred to a sleek bottle. With this, the stage is set for a mesmerizing performance by a nimble robot. The robotic arms grab the bottle with precision, and the bottle is shaken to ensure the mixture is thoroughly combined.

Like a choreographed dance, the synchronized movements of the robot arms enthrall onlookers, prompting them to swiftly take out their phones and film the spectacle. Within 45 minutes of customization and a captivating display of robot choreography, ideal foundation customization is complete.

Kim Che-yeon, 22, a student majoring in international relations at Seoul National University in Gwanak District, southern Seoul, tried the Hera Silky Stay Custom Match service during her first visit to Amore Seongsu on June 23.

Chosen lip colors are dispensed through tubes of lip tint in the customized Lip Picker service. [AMOREPACIFIC]

"The makeup artist gives you a lot of tips on how to improve your makeup," Kim said. "It's always kind of confusing knowing what kind of foundation is right for your skin tone. But then they use this AI technology that gives you recommendations. So I thought it was really helpful."

Amore Seongsu extends its offerings with the Lip Picker service, allowing visitors to customize the lip color of their choice to match their unique skin tone.

Assemgul Sadykova, 22, who studies international studies at Ewha Womans University in Seodaemun District, western Seoul, explored the Lip Picker service during her visit to Amore Seongsu on June 23.

First, she was given a choice between a matte and glossy finish. Following that, Sadykova picked five primary tones for her desired lipstick. The makeup artist assessed Sadykova's skin tone and suggested warmer and cooler shades that complemented the initially selected tones. The makeup artist then presented her recommendations.

"I followed her recommendation for a dark cherry red in a dark, cool tone, and it turned out to be great," Sadykova said.

Visitors opting for the service can choose from 21 base colors and nine color variations to create their perfect tint. The Lip Picker service includes a free engraving on the lipstick's tube, giving font type, size and language customization options that add an even more personal touch to the experience.

At Amore Seongsu, an abundance of captivating experiences await visitors, from art exhibits, makeup classes and other events that are frequently announced on their Instagram.

Amore Seongsu is open from Tuesdays to Sundays from 10:30 a.m. to 8:30 p.m. The store closes every Monday.

BY STUDENT REPORTERS ALIZA KHAN AND CLAUDIA PATINO PICHAUD [kjd.kcampus@joongang.co.kr]