K-Beauty Brand Laneige Reopens Global Flagship

After 18 months of renovation, Laneige (Seoul) has reopened its flagship store in its home city’s Myeongdong district. “More than a retail destination, the store is a living expression of the brand’s science-led vision and spirit of ‘Open to Wonder’ – a space where scientific innovation is experienced firsthand through made-for-you beauty services,” the K-beauty brand said in a news release.

The central focus of the store is hyper-personalization: the belief that every visitor can have a beauty product engineered specifically for them. To that end, the flagship offers custom services across three categories – skin, complexion and lip – each backed by Laneige’s R&D, manufacturing and AI capabilities.

“Laneige seoul isn’t just a store – it’s our perception of what the future of beauty, technology and design looks like,” says Laneige Brand President Pilkyung Choi. “Every visit is different; every product is yours alone.”

Laneige, a unit of the Seoul-based Amorepacific cosmetics conglomerate, is available mainly through a global network of beauty retailers, such as Sephora and Aritaum, along with select department stores and curated brand boutiques. (See gallery below.)