Soul 2 Seoul

Experiential retail, K Beauty, & things that smell nice

If you’re mildly into beauty and spend time on social, you’re likely acutely aware of the Korean beauty trend and the treatments that influencers and beauty lovers are traveling to Seoul for (Rejuran! PDRN!). TikTok trends have opened a little window into a city that, yes has all that, but it has so much more.

A few months ago, I wrote that the best concept stores are in Shanghai. But that was before I visited Seoul where concept stores and experiential retail are on a scale that is unparalleled. I’ve never seen such an investment in art and culture at the retail level. There are stores with multiple floors dedicated entirely to installations, creative brand expression and experience. Add on some really cool emerging fragrance brands, an incredible food scene, and yes, K beauty, and you have a city that really has it all going on.

I spent a whirlwind trip with my friends Paul and Jae Jun, who graciously zipped me around some of their favorite spots.

Here’s the highlight reel:

Nudake at Haus Nowhere Dosan

First of all, Haus Nowhere is a very cool concept store, with locations across Seoul and China (and more to come apparently), that houses Nudake, Gentle Monster, and Tamburins. This piece in 10 Magazine about how Haus Nowhere is changing the face of retail is worth a read. Nudake is a feast for the eyes, a bakery with drinks and sweet bites that taste just as good as they look. The jelly tomato that I tried - twice - houses a lightly sweetened citrus jam, and the black sesame drink I got - twice - has a white chocolate coating around the edge that you can crack to turn into a very punk black-streaked beverage, topped with another lightly sweetened citrus “egg”. Even the matcha latte has a spooky yet lovely swirl on top.

I splurged on a Shushu Tong neck pillow - how brilliant?! There are some available on eBay for those of you who also need a fashionable neck pillow in your lives. Don’t we all, though?

And I regret not getting these Gentle Monster shades, although I’m also eyeing this pinky/purply pair.

Nonfiction, an emerging frangrance brand with many locations:

I have loved discovering the new perfume houses that are emerging in East Asia. I went a little crazy at Nonfiction, one of my favorite new fragrance lines. My favorite scent is The Beige - a musky, powdery, warm and lived in scent, and I also love the Santal Cream body lotion, which has a beautiful clean, warm scent and is also really hydrating (I find that some scented lotions actually dry my skin out).

Tamburins, another South Korean fragrance brand that is also an experimental/experiental art patron in many ways, again with many locations:

I’d visited a Tamburins store in Gangnam before and thought it was cool, loved the product packaging, but wasn’t enchanted. On this trip, I became almost addicted to visiting every store possible to see the various stores as I learned that the stores are multi-level sensory experiences not to be missed. My favorite was a puffing mushroom in the Seongsu location. It reminded me of the cheshire cat; I’m not sure if it was puffing actually fragrance, but the room was scented with Bottari.

Another location had a floor where all of the décor was an actual candle. Including this big cat and his toys.

I don’t really lovvvve the actual Tamburins scents unfortunately, but I have to admit that I might cave and get this cute mushroom bag charm that can be filled with a Bottari roller. I also want this giant mushroom… Where does she go when her time in store is over?!

Add Seoul to your list of cities to visit. In the meantime, I’m cooking up more info about… the! beauty! products! Because I came home with a suitcaseful… Stay tuned!

xx