K-beauty brand Laneige has opened its first global flagship store in Seoul’s Myeongdong district, underscoring the growing role of technology and personalisation in beauty retail.
The new concept store, Laneige Seoul, has reopened following an 18-month redevelopment, bringing together retail, beauty services and on-demand manufacturing under one roof.
The flagship centres on customised beauty experiences, with shoppers able to create personalised skincare, complexion and lip products using a combination of AI-powered diagnostics and in-store production technology.
“Laneige Seoul isn’t just a store – it’s our perception of what the future of beauty, technology and design looks like,” said Laneige Brand President, Pilkyung Choi. “Every visit is different; every product is yours alone.”
Among the offerings is a bespoke version of the brand’s Lip Sleeping Mask, which lets customers choose from 10 fragrances to mix into 45 scent combinations. The store also features a made-to-order Neo Cushion service, where foundation is colour-matched from a range of 150 shades and produced on site using robotic manufacturing technology.
Laneige, established in 1994, is owned by Amorepacific. The brand is best known for its hydration-focused skincare products, including the Laneige Lip Sleeping Mask and Laneige Water Sleeping Mask.
