In Seoul, South Korea, the answer to “What’s interesting these days?” often lies in a neighborhood. A café you step into on a whim, a brand you’ve never come across before, an alley or shop you happen upon by chance, or someone whose personal style catches your eye. Sometimes, it’s the things you discover along the way, rather than the destination itself, that make you want to return. Beauty City Guide, a new series from ELLE Korea and editorial by OLIVE YOUNG, begins with these very discoveries. It’s an invitation to explore a neighborhood through beauty, following the people, spaces, and individual tastes that give it character. The first destination is Seongsu. A different kind of beauty experience Seongsu has held onto its reputation as one of Seoul’s trendiest neighborhoods for years, long enough that the label might have worn thin by now. Yet it remains endlessly interesting. New places appear at a rapid pace, longtime establishments hold their ground, and different tastes coexist with surprising ease. The starting point for this guide is OLIVE YOUNG Beauty Mansion Seongsu. True to its name, the space has something of a mansion about it. From the mailbox at the entrance to unique furniture designed by emerging artists placed throughout the store and a lounge where anyone can sit back and relax, it feels a little different from a conventional beauty store. Rather than simply shopping, the experience is closer to being invited into the home of someone with great taste and exploring the things they’ve collected. Of course, this is no home where you only look around. You can handle and try products for yourself, explore colors, and take a closer look at your skin and scalp to discover what suits you. What makes the experience particularly interesting is that each floor offers a different kind of welcome. The second floor, home to makeup, greets visitors with “Find Your Mood,” while the third floor, dedicated to skincare, offers “Find Your Dailycare.” More than simply organizing products by category, the space is designed around the experience of discovering something of your own. So, what might you find in this mansion? We explored the space through three keywords. #Touch The quickest way to discover your beauty preferences is, of course, to try things for yourself. At Beauty Mansion, the experience goes beyond testing a color on your skin or checking a product’s texture and how smoothly it applies. Visitors can receive a makeup touch-up from an expert based on an AI-powered personal color analysis, along with recommendations for colors and products that suit them. After the session, they receive a completed face chart documenting the products used and how to recreate the look. It’s a more definitive way to see how products look on your own face, rather than simply choosing them by eye or testing them on the back of your hand. #Find Skincare can be harder to navigate through intuition alone, making a little more objective guidance useful. Specialized diagnostic devices offer a detailed look at skin and scalp conditions, with consultations to help identify suitable products and care routines based on the results. Those who want to explore their skin concerns in greater depth can also receive advanced derma product recommendations based on a 3D skin analysis. It’s a chance to turn vague impressions, like skin that feels “dry” or “sensitive,” into more specific information, starting with an understanding of what your skin needs right now. #Taste Once you’ve explored beauty, it’s time to turn your attention to something a little different. On the fourth floor, the Inspiring Lounge brings together unique furniture, objects, books, and vinyl records spanning a range of genres. Sit in a chair that catches your eye, leaf through a book, or spend some time listening to music, and you might briefly forget that you came here to shop for beauty products. What you wear and use is only part of what shapes personal taste; what you look at, listen to, and keep close matters, too. Seongsu through the eyes of those leading its creative scene A neighborhood’s character ultimately reflects the sensibilities of the people who spend time there. We met two people who have established their own spaces in Seongsu, working and living in the neighborhood while cultivating their individual tastes in their own ways. Jieun Kim, Director of A KNACK, helps people express themselves through hairstyles, while Eunwoo Park, founder of NUHO, creates defining moments for brands through spatial and object styling. We met them at Beauty Mansion to talk about how they see, choose, and work in a neighborhood they call both their workplace and their everyday setting. Jieun Kim, Director of A KNACK You opened A KNACK five years ago, before Seongsu became as busy as it is today. Back then, Seongsu had little cafés, vintage shops, and restaurants tucked away in its alleys, a bit like the backstreets of Tokyo’s Omotesando. I liked places that had a distinct identity of their own, even when they weren’t crowded. Coming to Seongsu also made me feel as though I had stepped somewhere a little newer and cooler than usual. I wanted people who visited A KNACK to feel something similar. I wanted it to be more than just a place to get your hair done and leave. I hoped people would discover a different side of themselves during their visit and carry that feeling with them afterward. When you first meet someone, how do you figure out which hairstyle would suit them? Rather than looking only at their face shape or head shape, I start by looking at their overall vibe. What they’re wearing, what perfume they use, what accessories they’ve chosen. To me, finding what suits someone isn’t about making the safe, familiar choice, but bringing their appeal into sharper focus. Sometimes, an unexpected direction, shape, or texture can work even better. I try to find a hairstyle that only that particular person could pull off, rather than simply one that looks good on them. There are now so many ways to guide our choices, from personal color analysis to trends. How do you navigate the difference between what suits someone and what they love? I tend to believe in not giving up too easily on what you love. Even if an analysis identifies colors that suit you, you might still be drawn to something else. In that case, I look for ways to incorporate the color naturally by adjusting its warmth, brightness, or texture. The same goes for trends. Rather than applying them as they are, I help people make them their own by adjusting the volume, lines, and texture. I think what matters is not simply putting a trend on someone, but finding out how it can work on that particular person. You also pay as much attention to scalp and hair condition as you do to the design itself. No matter how good a hairstyle looks, if the hair isn’t in good condition, its texture, movement, and shine won’t last. I place particular importance on hair quality, so I always want to start with a healthy scalp and healthy hair. The aromatherapy massage we offer before a service at A KNACK is also intended to relax the scalp and release tension in the muscles first. Just as knowing your skin type helps you choose makeup, understanding your scalp and hair condition can help you avoid unnecessary damage and open up more possibilities for the styles you can try. I believe good hair isn’t just about looking beautiful the moment it’s finished. It should still feel like you as time goes by. What did you think of Beauty Mansion Seongsu’s diagnostic and touch-up services from that perspective? It was thoughtfully designed to help people discover the beauty products that suit them, rather than simply displaying and selling products. You can try things for yourself and receive consultations along the way. When I style someone’s hair, I also care more about finding what suits them than simply making something look pretty. Hair is connected not only to facial features and skin tone, but also to scalp and hair condition and a person’s overall vibe. I was impressed by how K-beauty is moving beyond good products and technology to create experiences that help people understand themselves better. As someone who runs a salon, I also found it inspiring. Daily Essentials The little everyday essentials Jieun often picks up at OLIVE YOUNG. GRAFEN Sea Water Pomade Texture is what matters most to me when styling hair. This is especially useful when I want to add a subtle sheen to the ends. medicube Zero Pore Pad I spend all day looking closely at my clients’ hair and faces, so it’s hard not to pay attention to my own skin, too. I swipe this on after cleansing, like a toner. It’s the simplest part of my daily routine, repeated every day. NARKA Super Fix Sleek Styling Stick & Super Fix Edge Hair Wand Even a few strands of hair can change someone’s overall impression. For a hairstylist, these make a useful finishing duo for smoothing flyaways and refining the details. Rucipello Frozen Piruna Plus Mouth Spray For a hairstylist who spends all day talking to clients at close range, this is an etiquette essential. I keep it close and reach for it throughout the day. Taylor Deep Water Prune Concentrate I spend all day on my feet, and my meals are often irregular, so this has become a very practical everyday essential. Fillimilli Face & Body Massager Since my job involves standing and using my hands all day, it’s important to release tension whenever I can. I use this self-care tool on everything from my face and neck to my body. Eunwoo Park, Founder of NUHO Seongsu is both your workplace and the neighborhood where you live. Having watched it evolve over time, how do you see it today? It’s a neighborhood that changes incredibly quickly. When you visit, the first things you notice are the flashy, trendy elements, like new brands and pop-ups. But when you actually live here, the older scenes that remain in between start to stand out more. Walk just a little farther into the alleys and you’ll still find factories, small shops, and low-rise buildings, with a completely new space right next door. I like how the old and the new coexist naturally without being perfectly sorted out. It also reminds me of the mix-and-match approach I’ve always liked. That’s why I tend to prefer the alleys where traces of the past remain over the more polished main streets. When you first encounter a space as a visual director, what do you look at first? The first thing I look for is the focal point of the space. Then I look at its overall proportions and flow. I consider where the light comes in, where people enter, where their eyes are drawn, and how they move through the space. I also look for the strengths and weaknesses of the space itself. Rather than changing everything, I try to preserve what already works and make up for what’s lacking through the placement of furniture, lighting, and objects. I think spaces are a lot like people. Each has its own character, and understanding that is where the directing process begins. What’s the difference between making an object look good and making a space look good? How do you keep people’s attention? Making an object look good is about letting that one object become the focal point. Making a space look good, on the other hand, is about allowing the things within it to relate to one another naturally. I prefer spaces where objects from different eras, materials, and price points come together in a way that feels unexpectedly harmonious, rather than places where every single thing stands out on its own. A sense of openness and the pleasure of discovery are important, too. Rather than having everything visible at a glance, a space stays with you longer when you encounter new scenes as you walk through it and notice different details as you get closer. Less obvious elements, such as lighting, music, scent, and furniture height, also matter. Ultimately, I think what makes people want to stay is not one flashy feature, but a natural flow that makes them curious about what comes next. You work with so many objects. Do you have your own criteria for choosing things to keep around for a long time? Does the same apply to beauty products? You could probably tell just by looking at my home. Rather than coordinating everything perfectly in one style, I like mixing vintage and contemporary pieces, Eastern and Western influences, and expensive items with much more modest finds. I’m particularly drawn to materials that don’t lose their appeal over time, such as stainless steel and pewter, as well as tableware, lighting, and vintage objects. Rather than buying something because it’s trendy, I think about whether I’ll continue to love it after looking at it for a long time. Beauty products are much the same. No matter how famous or beautiful something is, I won’t reach for it if it’s inconvenient to use. How it feels, its scent and texture, and—perhaps because of my profession—its packaging all matter. (Laughs.) I naturally gravitate toward products that feel good from the moment I see them on my vanity or in my bag to the moment I take them out and use them. Looking around Beauty Mansion Seongsu through that lens, what stood out to you most? The products and experiences differ from floor to floor, but I felt there was a consistent tone throughout in the colors and materials of the space, the lighting, and the way the products are presented. Rather than feeling as though I was entering a completely different place each time I moved between floors, it felt like following one story into its next scene. I was particularly impressed by how the space leaves room to breathe and naturally makes you curious about what comes next, rather than showing you everything at once. I believe a good space should make each individual scene beautiful, but the transitions between those scenes should feel just as natural. In that sense, Beauty Mansion gave me the feeling of staying within one cohesive atmosphere while experiencing a series of different spaces. Daily Essentials Eunwoo’s OLIVE YOUNG makeup picks: products that feel just as good to reach for as they do to use. MUZIGAE MANSION Icy Glow #04 Divine The sparkling packaging gives you an immediate sense of the texture inside. This is a tint I like as much for how it feels in my hand as for the color it adds to my lips. CLIO Glass & Highlighter #01 Moon Glow Makeup has its own points where a little light makes all the difference. I use this when I want to add subtle dimension and vitality to my face without too much shimmer. MAC Glow Play Lightful C3 Tone-Up Primer Before moving on to full makeup, I start by lightly evening out my skin tone. It’s an easy base product to use every day, making it a natural part of my routine. Losy Kim PDRN Tinted Lip Ampoule #13 Ribbon A lip product is an essential that never leaves my bag. I pay attention not only to the color and texture, but also to how comfortably it applies when I want to reach for it throughout the day. Beauty City Guide #01 Seongsu Starting from Beauty Mansion, it’s time to explore a little more of Seongsu. From a cup of coffee to old films, music, books, and small objects, these are places that might make you stop in your tracks, even when you set out with no particular destination in mind. Here are ELLE’s picks for places to discover in Seongsu. 01. OLIVE YOUNG Beauty Mansion Seongsu 108 Seongsui-ro, Seongdong-gu, Seoul A beauty space where the joy of discovering your own taste and trying things for yourself goes beyond shopping. Explore colors that suit you, learn more about your skin and scalp, or take a break in the lounge surrounded by unique furniture, books, and vinyl records. 02. lowkey Seongsu 6 Yeonmujang 3-gil, Seongdong-gu, Seoul A specialty coffee shop worth seeking out for a cup alone. Slow down for a while over a carefully hand-dripped coffee. 03. Pizzeria Marione 23-1 Gwangnaru-ro 2-gil, Seongdong-gu, Seoul One to remember when you’re craving a freshly baked, wood-fired pizza. It’s a pizzeria that has remained a local favorite in Seongsu, despite the constant arrival of new places. 04. ODDFLAT 4F, 8 Achasan-ro 5-gil, Seongdong-gu, Seoul Furniture and objects from different eras come together under one roof. Even simply looking at how vintage pieces take on a new character in a contemporary space is part of the fun. 05. Same Dust 2F, 44-1 Seongsuil-ro, Seongdong-gu, Seoul An independent bookstore that photography lovers will find hard to pass by. Take your time browsing its publications centered on photography, one book at a time. 06. MOVIE LAND 5-5 Yeonmujang-gil, Seongdong-gu, Seoul A small cinema dedicated to films someone wants to bring back to the screen, rather than the latest releases. Follow the curator’s selections of older films and discover one you may have missed. 07. Synapse Bar 2F, 341-18 Ttukseom-ro, Seongdong-gu, Seoul A place to wind down with a drink at the end of a day in Seongsu. The menu ranges from classic cocktails to custom creations shaped around the mood and tastes of the day. 08. Xesc Menzl 7 Seongsui-ro 14-gil, Seongdong-gu, Seoul A charcuterie shop that has held its place in Seongsu as the neighborhood continues to change. Sample cured meats, including ham and sausages, and experience a different side of Seongsu’s character. 09. Seongsu Yul Music 3F, 31 Seongsui-ro 16-gil, Seongdong-gu, Seoul This time, let your ears take the lead. From dedicated listening sessions to performances and DJ sets, the space offers different ways to experience sound. 10. ginger grandpa 95-1 Seongsuil-ro, Seongdong-gu, Seoul When you want to step away from Seongsu’s busy streets and enjoy a drink at a slower pace, this cozy spot offers a range of cocktails and wines. 11. NOT JUST BOOKS 3F, 44 Seoulsup-gil, Seongdong-gu, Seoul An independent bookstore tucked away on the third floor of a building along Seoulsul-gil. Take your time browsing the shelves and pick out a book you might otherwise have passed by. 12. OLIVE BETTER Seongsu 33 Seongsuil-ro, Seongdong-gu, Seoul OLIVE YOUNG’s wellness store, first introduced in Gwanghwamun and Gangnam, has now opened in Seongsu. Beyond shopping, it’s a place to enjoy food and the pleasure of finding gifts. 13. JUNECI 3 Seongdeokjeong 9-gil, Seongdong-gu, Seoul A space showcasing artists and their work across a range of fields. Instead of familiar brands, discover small objects shaped by someone’s hands and ideas. 14. Noppensan 18-1 Seongsui-ro, Seongdong-gu, Seoul In a neighborhood known for its coffee, this is a place to try a cup with a different aroma. Take your time savoring chai blended with a variety of spices.