Musinsa opened its second standalone beauty flagship in Seoul’s Seongsu district Wednesday, adding a pharmacy as international visitors’ credit-card spending there rose 100.6% year over year through September.
The location spans two floors and about 400 pyeong of floor space, with more than 700 beauty brands, according to Musinsa’s store page. Figures Musinsa supplied, as reported by Yonhap and ChosunBiz, put the assortment above 10,000 products, with indie labels accounting for 80% of the brand lineup.
Beauty Onnuri Pharmacy Seongsu is on the second floor. Before the opening, Yonhap reported that two pharmacists were expected to sell over-the-counter medicines, fill prescriptions and advise customers about medication. Yonhap and ChosunBiz reported that the pharmacy planned to stock about 700 products across 110 brands, with merchandise grouped around skin and scalp needs.
The location fits Musinsa’s plan to connect beauty shopping with its nearby fashion and lifestyle stores. The company said 83% of new online beauty customers from January through October had previously purchased from another Musinsa category, according to figures reported by Yonhap and ChosunBiz. Musinsa says the Seongsu cluster is intended to help smaller beauty labels find new customers.
Musinsa cites its Hongdae store as a precedent. The company said cumulative sales there reached 2.5 billion won in the first 50 days, with foreign nationals making up about 60% of buyers, according to reports by Yonhap and The Korea Herald.
Seongsu has also gained experience-focused beauty outlets from CJ Olive Young. The company opened Beauty Mansion in the district on June 30, 2026, with skin diagnostics and a beauty-device studio, then opened Olive Better Seongsu on Oct. 30 as its largest wellness location in South Korea.
The Seoul Metropolitan Government said international visitors spent 263.8 billion won by credit card in Seongsu from January through September, up 100.6% from a year earlier. Across Seoul, their spending rose 57.7% to 8.8435 trillion won. Musinsa’s opening promotions are scheduled to run through Nov. 17.
