Musinsa Beauty Seongsu Opens Nov 11: 700 Brands, 2F Pharmacy and What’s New

Musinsa opens its second stand-alone beauty store, Musinsa Beauty Seongsu, on Wednesday, November 11, 2026 at 87 Yeonmujang-gil in Seongsu-dong, Seoul. The two-floor store carries about 700 brands and 10,000 products, 99 of them new to Musinsa’s offline shops, and puts a pharmacist-staffed beauty pharmacy on the second floor. It follows Musinsa Beauty Hongdae, which opened on September 11.

Updated November 10, 2026. Store details from Musinsa’s announcement reported by Newspim (Oct 30, 2026) and Byline Network; Hongdae figures from Newspim, The Economist Korea and The Korea Herald via Personal Care Insights.

What opens in Seongsu on November 11

Musinsa Beauty Seongsu occupies the first and second floors of a building on Yeonmujang-gil, the street at the center of Seongsu’s beauty shopping area. Musinsa puts the floor area at about 400 pyeong, roughly 1,300 square meters. The store stocks about 700 brands and about 10,000 products, and 99 of those brands are appearing in a Musinsa Beauty offline store for the first time.

The pharmacy floor is the part most visitors will notice. Musinsa says it picked about 100 brands for it based on what sold well at its Hongdae store, so the shelves lean toward the pharmacy-style skin care that has drawn foreign shoppers over the past year.

Seongsu vs Hongdae: how the two stores compare

The Hongdae store was Musinsa’s first test of a beauty-only building. According to The Korea Herald, as summarized by Personal Care Insights, it sold about 250 million won in its first three days, and foreign customers made up almost 60% of buyers on day three. Musinsa’s own data put foreigners at 67% of foot traffic in the Hongdae area, The Economist Korea reported.

Why a fashion platform is opening beauty stores

Musinsa started beauty retail offline with a beauty zone of about 146 pyeong on the second floor of Musinsa Megastore Seongsu in April 2026. A newsletter analysis by WePick, citing Musinsa, reported that transaction value in that zone rose about 20% between April and August, and that about 500 brands placed there saw online daily sales rise about 35% in the three weeks after entering the store.

Musinsa also partnered with Onnuri Pharmacy in August 2026 for its “pharmacy beauty” concept. At Hongdae the pharmacist handles skin trouble and inner-beauty consultations. Seongsu repeats that model on its second floor. Musinsa has also announced a combined store with Musinsa Kicks in Jeju.

How to shop it

1. Go on a weekday if you can; Seongsu’s beauty street is busiest on weekends.
2. Start on the first floor for newer brands and the pop-up zone, which changes as brands rotate.
3. Take questions about acne, spots or sensitive skin to the pharmacist on the second floor.
4. Ask at the counter about foreign-visitor services such as tax refund before you pay.
5. Combine the visit with Musinsa Megastore Seongsu and other Yeonmujang-gil beauty stores in the same walk.

Common mistakes

• Expecting the Hongdae and Seongsu stores to stock exactly the same brands. Seongsu has 99 brands new to Musinsa’s offline stores.
• Confusing Musinsa Beauty Seongsu with the beauty zone inside Musinsa Megastore Seongsu. They are separate stores.
• Assuming every product on the pharmacy floor is a cosmetic.
• Visiting on opening day without allowing time for lines.

FAQ