Seongsu is getting another place to try beauty products in person. MUSINSA BEAUTY Seongsu is scheduled to open at 87 Yeonmujang-gil on November 11, 2026. Around 700 brands and 10,000 products are planned, but there is more to the visit than scale: you can explore brands you have only seen online and find consultation spaces for skin-related questions.

Start with the 99 brands joining its physical stores

MUSINSA says 99 brands will enter its beauty stores offline for the first time through Seongsu. The announced names include COSRX, Bioderma, JILL STUART Beauty, Ameli, 더이유, 리쥬엑셀, and 인피덤. ‘New’ here means new to MUSINSA BEAUTY’s physical stores, rather than newly launched brands.

If color or texture has kept you from buying a brand online, note down two or three names. Decide what to compare with your usual products: shade and finish for makeup, or texture and application for skincare. Check the store’s product selection and tester availability first.

Preview the incoming brands in pictures

The following are representative products and application examples published by brands scheduled to join the store. Use them to shortlist brands; individual products, shades, stock, and testers at Seongsu still need confirmation in the opening information.

JILL STUART Beauty lip products and compacts arranged togetherJILL STUART Beauty

JILL STUART Beauty offers color products across lips, cheeks, and eyes. Its official design introduction shows packaging inspired by flowers and jewels. Enjoy the cases, then compare the shades and textures you would actually use.

COSRX: look beyond the bottle to the texture

Pump bottle of COSRX Snail 96 Mucin Power EssenceCOSRX

Advanced Snail 96 Mucin Power Essence is a pump-dispensed COSRX essence. Even when repurchasing something familiar, checking its name and size helps avoid confusing different versions or sets. The bottle pictured is 100 ml.

COSRX close-up of the essence pump and clear textureCOSRX

The brand’s texture photo gives a close look at the pump and formula. Before choosing skincare, think about your preferred texture and where it would fit into your existing routine. If testers are available after opening, compare the feel immediately after application and a little later.

Bioderma: begin with the cleanser you repurchase

Bioderma brand model presenting Sensibio H2O cleansing waterBIODERMA

Bioderma’s Sensibio H2O 500 ml is a cleansing water. For a familiar cleanser, note the exact product, size, and whether you want a pump. Packaging and multipacks can vary within a range, so decide how much you need first.

Ameli: compare the pan with the color on the eye

Ameli Step Basic 240 Pumpkin Orange eyeshadowAmeli

Ameli’s Step Basic 240 Pumpkin Orange is a warm orange eyeshadow. Looking at both the pan and an eye application helps you picture how much of your own makeup look you would use it for.

Ameli application example of 240 Pumpkin Orange on an eyelidAmeli

The photo above is the brand’s application example for the same shade. If you like it, save the shade number. Narrowing a hand swatch comparison to two or three colors makes differences easier to see. Lighting and your skin tone can change the result.

JILL STUART Beauty: one shade or several?

JILL STUART blush compact divided into four colorsJILL STUART Beauty

A multicolor compact lets you explore using shades separately or mixing them. With a divided palette such as the Couture Mix Blush Compact pictured, start by identifying the shade you would use most. More colors do not automatically mean more use.

JILL STUART lip colors arranged with flowersJILL STUART Beauty

For lip color, compare against what you wear regularly. Decide whether you want to replace a similar shade or add something lighter or deeper before visiting. That leaves room to enjoy both the packaging and choosing a useful color.

First floor for color and texture, second for daily care and advice

The store will occupy two floors, covering about 400 pyeong, or roughly 1,300 square meters. The first floor is planned for skincare, makeup, and fragrance, with a Next Beauty zone for emerging brands and a Touch-up Bar for trying makeup. A separate brand pop-up area of about 15 pyeong will introduce younger brands.

If makeup is your focus, shortlist shades on the first floor. Compare color and texture on your hand, then ask staff whether a tester can be used on your face. Knowing the names of your usual lip and base products helps you decide between a familiar shade and something different.

The second floor will focus on hair, body, dental, and men’s care, alongside the MUSINSA BEAUTY Ranking Zone and Focus Dermo Zone. Check whether a ranked item belongs to the category you need. A short shopping list helps keep a search for moisturizer from turning into an unrelated makeup purchase.

If you have questions for a pharmacist

The second floor will also house Beauty Onnuri Pharmacy. MUSINSA plans a mix of nonprescription medicines, dermocosmetics, and skincare, with pharmacist consultations. That offers a different way to approach skin-related questions from simply testing cosmetics.

Bring a brief list of your current products and questions. Asking about adding a product differs from asking about application order. Check each item’s classification and instructions; choose based on its own information and the pharmacist’s advice, rather than assuming an effect from the store’s overall concept.

Where will the coral-colored building be?

The lead image is MUSINSA’s exterior rendering of the planned Seongsu store. The design retains the steel structure of a former auto repair shop and adds coral color. Shanghai-based studio AIM is involved. After opening, the way that industrial structure carries into a beauty store will be another detail to explore.

Product and application images come from the brands’ official pages. See COSRX, Bioderma, Ameli, and JILL STUART Beauty for the products and examples.

MUSINSA supplied the rendering in its Seongsu opening announcement. Requests to correct or change image attribution will be reviewed and addressed.

Naver Map marking 87 Yeonmujang-gil, Seongdong-gu, SeoulNAVER
  • Place and address: MUSINSA BEAUTY Seongsu, floors 1–2, 87 Yeonmujang-gil, Seongdong-gu, Seoul
  • Planned opening: November 11, 2026
  • Main spaces: First floor: Touch-up Bar and Next Beauty; second floor: Beauty Onnuri Pharmacy and Focus Dermo
  • Before visiting: Check MUSINSA’s official Seongsu announcement for detailed hours, opening events, and entry arrangements.

For a first visit, two or three brands and one needed product category are enough. Decide whether you want to compare shades and textures or narrow your options through a consultation. Your purpose will determine which floor to explore first.