Turn your Seoul trip into a complete
K-beauty research experience

[Editor’s note]

At in-cosmetics Korea 2026, explore the ingredients, technologies and formulation ideas behind the next wave of K-beauty. With InterCHARM Korea, co-located, you can also discover finished products, brand concepts and market-ready innovation in the same trip.

Then take your research into the city. From major beauty flagships and inner beauty stores to pharmacy cosmetics and ultra-affordable product formats, Seoul’s retail scene offers a real-world view of how Korean consumers discover, test and buy beauty today.

Here are five retail spots to add to your K-beauty research route.

Olive Young is often the first stop for anyone researching Korean beauty, and its Gangnam Town flagship is one of the best places to see the market in action.

Look at what is placed at the front of store, which categories are given the most space, how products are tested, and which brands are being pushed through pop-ups and seasonal displays. From sun care and toner pads to ampoules, hair care and inner beauty, this is where you can quickly read what is trending in Korea’s mass beauty market.

Why visit: Best for understanding mainstream K-beauty, bestseller displays, shopper behaviour and category priorities.

This Olive Young concept store brings together K-beauty and Korean tradition in one of Seoul’s most visited markets.

The store uses retro design, ingredient storytelling and tourist-friendly experiences to show how K-beauty can be packaged for international shoppers. It is a useful stop if you want to see how Korean brands turn local ingredients, product benefits and cultural references into retail experiences.

Why visit: Best for observing K-beauty storytelling, ingredient-led merchandising and tourist-focused product discovery.

If you are interested in Korea’s fast-growing inner beauty market, Olive Better is a must-visit.

This wellness-focused store brings together supplements, collagen, protein, probiotics, glutathione, low-sugar snacks, health juices and wellness shots in one place. Located in a business district, it also gives a clear view of how Korean office workers in their 20s and 30s are turning nutrition, supplements and everyday wellness into part of their beauty routine.

Why visit: Best for researching inner beauty, supplement formats, wellness positioning and daily-use product concepts.

K-derma is one of the most interesting areas of Korean beauty, and beauty-specialised pharmacies are a great place to understand it.

At Ready Young Pharmacy, you can see how pharmacy cosmetics, OTC products and dermatologist-recommended skincare are presented together. Products such as barrier creams, regenerating creams, acne care, PDRN and exosome-related products reflect how Korean consumers increasingly connect skincare with expert recommendations and functional product use.

Why visit: Best for understanding pharmacy-led beauty, K-derma trends and trust-based product recommendation.

Daiso has become an important channel for affordable K-beauty, especially among younger consumers.

With low-price products, small formats and simplified packaging, it is a useful place to see how brands create trial-friendly versions of popular products. From colour cosmetics and tools to ampoules and sheet masks, Daiso shows how K-beauty brands are reaching shoppers who want to test products quickly and affordably.

Why visit: Best for researching value beauty, small-format innovation, younger shopper behaviour and channel-exclusive product development.

in-cosmetics Korea 2026 is co-located with InterCHARM Korea, so a single registration grants entry to both shows—no extra admission fee. That means the full beauty journey under one roof: ingredients on the in-cosmetics floor, finished products at InterCHARM, and, just outside the venue, the live K-beauty retail scene mapped out above. Ingredients, products, and market research - all in one trip.

Pre-registration is closing soon, so don’t miss out. 

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