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The Korea Times

By Pyo Kyung-min
Seoul has emerged as a global beauty mecca and, with Korean culture booming internationally, tourists are now flocking to the capital for an immersive experience in K-beauty.
But rather than just stocking up on products, travellers are visiting Seoul’s make-up studios, eager to learn the secrets behind the flawless glow of Korean stars.
Often nestled in Seoul’s trendiest neighbourhoods, these popular studios – visited by both celebrities and everyday clients – offer more than just makeovers. They provide a cultural experience and a unique opportunity to connect with the latest K-beauty trends and techniques.

With each precise stroke from their expert hands, the skilled make-up artists at these studios work magic, highlighting their clients’ best features and creating stunning transformations.
One such artist is Kim Han-sol, whose work at Neu Haus, a studio located in Yongsan district in central Seoul, has garnered a loyal following among both locals and tourists. She says a stop at a Korean make-up studio has become a “travel ritual” for many overseas visitors.
It’s like a new word-of-mouth trend among foreign tourists who want a taste of what it’s like to have their hair and make-up done in Korea
Kim Han-sol of beauty studio Neu Hause
“It seems like make-up sessions at Korean studios have become part of the itineraries of foreign tourists,” Kim says. “People come in for a hair-and-make-up package, then go to a photo studio to capture their look in professional or casual portraits. The whole experience has become a new type of souvenir.”
This surge in tourism to Seoul’s make-up studios, Kim says, reflects K-beauty’s ever-growing global reach. She notes that most of her foreign clients learn about her studio through social media platforms such as Xiaohongshu, a Chinese social media platform similar to Instagram.
“We have so many clients who found us through Xiaohongshu. It’s like a new word-of-mouth trend among foreign tourists who want a taste of what it’s like to have their hair and make-up done in Korea,” Kim says.
She notes that the aspect of K-beauty that resonates most with international clients is its focus on harmonising features in a way that feels personalised and unique, rather than following a one-size-fits-all approach.
“I think the current K-beauty trend is more about cleaner looks that highlight a person’s best features while downplaying any flaws, rather than the dramatic styles you’d often see in older make-up trends,” Kim says.
“Everyone has their own unique style these days and clients don’t necessarily go for conventional beauty – they want something a bit more distinctive.”

Seoul’s make-up studios, including Neu Haus, have embraced this trend toward individuality by offering personalised make-up lessons alongside standard sessions.
For many international clients, these lessons provide a unique opportunity to learn K-beauty secrets and techniques directly from the experts and to apply those skills in a way that best complements their own features.
“The make-up lessons are particularly popular among foreign visitors … clients tend to hear about our lessons through recommendations from their Korean friends,” Kim says.
“Often, a Korean friend will make the reservation on behalf of a foreign guest and lately we’re also seeing inquiries from different travel agencies.”
Some eager clients, according to Kim, even travel with interpreters to make the most of the experience and learn techniques they can recreate at home.

Kim also recalls one memorable visit when a man booked a make-up lesson for his 70-year-old mother.
“At first, I was surprised to see a man booking the lesson. It turned out that his mother was the client. He told me he was inspired after a colleague attended a lesson with us and saw such a transformation that he wanted his mother to experience it, too,” she says.
“Regardless of nationality, gender or age, everyone has a desire to feel beautiful. It’s a universal thing. It reminds me of why I love this job so much.”
Kim also shares the philosophy that guides her work at Neu Haus, where the focus is on subtle, natural beauty rather than dramatic transformations.
“Our studio primarily serves regular clients rather than people in the entertainment industry, so we focus on make-up that enhances our clients’ features subtly, so it feels effortless and not overdone,” she says.












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She explains how current make-up trends lean toward dewy, fresh looks without heavy styling.
“If I were to define current trends, it’s more about creating a natural, glowy finish for the skin rather than meticulously curled lashes or flashy overdone colours for the conventional studio look.
“Again, the current trend is all about enhancing individuality rather than just ‘looking pretty’.”
The artist also shares her personal tips and preferences in her strokes, and her favourite beauty products to create these looks.
“For a clear and natural look, I highly recommend using a lip base product to soften the outline of the lips. If you usually wear just one lip colour, pairing it with a lighter lip base can create a fresher vibe.
“Some of my go-to products are lipsticks from Mac in lighter shades, shade Rose Beige of brand Heart Percent, or 3CE’s lippies in shade Way Back.”
Read the full story at The Korea Times.


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