Exploring the Beauty Wonderland: Olive Young in Seongsu

Upon my arrival in South Korea last September, I promised myself I would manage my spending at Olive Young.

Olive Young's Unique Appeal

Reminiscent of a cross between Sephora and Ulta, Olive Young provides a treasure trove of Korean skincare and beauty brands. Soon, even American fans will be able to indulge without traveling: the company is breaking ground in Los Angeles with a new store set to debut in 2026.

During my five-day journey in South Korea, I walked through eight different Olive Young locations in bustling districts like Hongdae, Myeongdong, and Seongsu. Most of my experience—and a decent portion of my budget—unfolded at the grand Seongsu outlet, a sprawling K-beauty haven.

The Lure of K-pop and Varied Offerings

Before venturing into Seoul, I sought insights from Yang Hu, a Euromonitor International analyst, about Olive Young's success. Yang explained that while stores focusing on singular brands have faced challenges, Olive Young thrives as it aggregates numerous brands, and captures the essence of K-beauty—aided by the rise of social media.

Every store I visited featured dazzling digital imagery of K-pop idols like Felix Lee from Stray Kids and Jeonghan from Seventeen, fostering a magnetic ambiance that overshadowed other cosmetic retailers’ promotional tactics.

Targeting the Savvy Consumer

It's as if Olive Young understands its patrons to the core. The Seongsu branch, for instance, showcased makeup aimed at professionals needing a quick uplift, resonating perfectly with my fast-paced lifestyle.

Global Favorites Displayed Prominently

Signs indicating global bestsellers were ubiquitous, written in English to cater to international visitors. Popular choices included Mediheal, Roundlab, Torriden, Aestura, and Innisfree products, strategically placed for maximum impact right by the entrance.

Indulging in Personal Pleasures

Amid my planned purchases, certain guilty pleasures emerged—like the irresistible Rom&nd lip tints. Despite a well-stocked collection from Tokyo, the allure of discounted prices was too tempting to ignore.

Navigating the Skincare Aisle

Recommendations from beauty expert Erica Choi led me to discover the Cell-Fusion C sunscreen, a product praised for its non-greasy, lightweight protection, perfect for those sun-drenched days.

Another find was the Round Lab tinted sunscreen, now an indispensable part of my daily regimen thanks to fervent TikTok endorsements.

Solving Skincare Dilemmas

One product that I chased from one outlet to another was the PODL chestnut cleansing balm. According to Choi, its balm-to-foam transition makes it ideal for simplifying any skincare routine.

The High-Tech Charm of Medicube

While beyond my budget, the cute Medicube Age-R Booster Pro gadget, lauded by celebrities, certainly piqued my interest. It's designed to enhance skin absorption of treatments, showing the trendy intersection of beauty and technology.

A Sheet Mask Splurge

Masks were my main spree, especially Mediheal variants. Tax-free beauty buys made the shopping experience even sweeter. Investing about $150 rewarded me with a vast array of refreshing face masks.

Riding the Hype: Toner Pads

TikTok hyped the Needly toner pads and despite initial skepticism, the recommendation stood the test. Praised for gentle exfoliation, they’ve become a skincare revelation for me.

Similarly, Mediheal's vibrant, multifaceted toner pads caught my eye after seeing countless online endorsements.

The Journey Concludes

With my Olive Young bags packed and close to $400 less in my pocket, the journey concluded with a hefty addition to my luggage weight—and an exciting array of Korean beauty practices awaiting exploration at home.