Sulwhasoo, a holistic beauty brand owned by South Korean beauty giant AmorePacific, opened on Wednesday a six-story, 16,146-square-foot flagship in Seoul’s fashionable Dosan-daero neighborhood.
AmorePacific said the new store is Korea’s largest flagship store owned by a single beauty brand. It is the brand’s first freestanding unit — until now, Sulwhasoo has only been sold in department stores. The flagship is home to two spas, a rooftop lounge and a “Heritage Zone,” which traces the brand’s history and features seasonal products.
“The overarching design concept of the new Sulwhasoo store is a ‘lantern,’ symbolizing the Sulwhasoo brand lighting the way to beauty with the wisdom of Asian beauty,” the company said of the store, which features gold brass design elements. Shanghai-based architecture firm Neri & Hu designed the store.
AmorePacific said Sulwhasoo, known for its herbal medicinal cosmetics, became the first beauty brand in Korea to break the annual sales milestone of 1 trillion won, or $857.4 million, in 2015.
Last year, WWD interviewed AmorePacific chairman and chief executive officer Suh Kyung-Bae about the group’s global aspirations.