Every time I visit Korea, Olive Young is one of my first stops. It’s where I find new skincare favorites, explore up-and-coming brands, and see how K-beauty continues to evolve. During my most recent trip, I finally visited Olive Young N Seongsu, the brand’s largest and most ambitious flagship store yet. Located right in front of Seongsu Station, this five-story building has become a must-visit destination for anyone interested in beauty, wellness, or Korean culture.

What makes this store special is how immersive it feels. Each floor has a distinct atmosphere and purpose, combining beauty with lifestyle, art, and technology. It’s not just a shopping experience but a space that invites you to slow down, explore, and enjoy every detail.

1st Floor – N. Playground

The first floor, called N. Playground, feels like walking into a community plaza dedicated to beauty and creativity. Instead of product-heavy shelves, the space opens up into an airy layout filled with installations, curated displays, and interactive areas.

At the center is the Trend Fountain, a media wall showcasing Olive Young’s in-house magazine in an exhibition format. Nearby, the Corner Goods Shop sells Olive Young’s first line of branded merchandise, including eco bags and collectible goods. The Delight Project Café introduces limited-edition collaboration menus each month, while the Trend Pot space hosts rotating pop-up showcases for art, fashion, and beauty.

It’s a lively, welcoming start to the store that immediately draws you in. The design encourages browsing and discovery rather than rushing from aisle to aisle.

2nd Floor – Beauty & Culture

The second floor is where the energy of Olive Young really comes alive. This level is all about color, scent, and culture. The Color Makeup Zone is a vibrant space where you can test shades, compare finishes, and see real-time trends from Olive Young’s top-rated products.

The Luxe Edit highlights luxury brands such as Kiehl’s, Santa Maria Novella, and Aveda in beautifully arranged sections that feel more like a boutique than a chain retailer. One of my favorite areas was the Perfume Library, a quiet, gallery-style space devoted to fragrance discovery.

Adding to the cultural experience, the K-Pop Now zone hosts quarterly pop-up installations featuring Korean artists, blending beauty with entertainment. Across the floor, the Men’s Edit area focuses on men’s grooming, and includes a professional Brow Bar where visitors can receive personalized styling and skincare advice.

The result is a floor that feels dynamic and creative, where luxury, play, and pop culture all meet in one space.

3rd Floor – Skin & Wellness

The third floor shifts the atmosphere into something calmer and more restorative. This level focuses on skincare, wellness, and the science behind K-beauty.

The Daily Skincare Zone organizes products by skin type and concern, helping visitors find the right formulations with ease. The Ingredients Bar is one of the most unique features of the store , a dedicated section where you can learn about key active ingredients such as retinol, glutathione, vitamin C, and collagen, along with recommendations for products that feature them. It’s educational and empowering, bridging the gap between cosmetic chemistry and everyday use.

The Wellness Edit goes beyond traditional skincare to include lifestyle and self-care items like sleep aids, teas, and nutritional supplements. The Hair & Body Care section provides both professional-grade and everyday essentials, and there are even small pop-up areas dedicated to health foods and beverages.

Visitors can also book hands-on experiences such as Skin Fit Studio or Home Care Lessons, where consultants offer personalized skincare education and product recommendations. The floor as a whole feels designed to promote balance and mindfulness, reinforcing the idea that caring for your skin is part of caring for yourself.

4th Floor – N. Connect

The fourth floor is an exclusive area called N. Connect, open only to Olive Young’s Gold Olive members and Hyundai Card holders. It serves as both a private lounge and a networking space. Members can relax, enjoy refreshments, or take part in curated beauty programs.

There’s also the Connect Studio, a professional content space equipped for live streaming and filming. It’s where beauty creators and brand partners collaborate on events and educational segments. This floor represents Olive Young’s evolution from a retailer into a hub that supports the wider beauty community.

5th Floor – Rooftop & Creative Space

The top floor serves as an open, flexible space often used for brand pop-ups and creative events. From here, you can look out over Seongsu’s industrial skyline dotted with cafés, studios, and design shops. It’s a fitting view for a store that perfectly mirrors the neighborhood’s mix of artistry and innovation.

Exploring Olive Young Seongsu was one of the highlights of my trip. Each floor offered something different, and together they told the story of how K-beauty continues to grow and evolve. I loved seeing how the store integrates skincare, fragrance, and lifestyle into one cohesive experience.

What stood out most was how interactive and inclusive the space felt. Whether you’re trying a new serum, finding your fragrance match, or learning about skincare ingredients, everything is designed to be approachable and inspiring. Olive Young N Seongsu captures the future of K-beauty perfectly, a space where science, creativity, and culture meet.

If you’re visiting Seoul, this flagship is absolutely worth adding to your list. It’s not just a beauty store. It’s a place that reflects the innovation, care, and creativity that make K-beauty so globally admired.