Korean skincare shopping guide: where to buy K-beauty products

Korea is the skincare capital of the world. Here's where to shop: Best areas: - Myeongdong — highest concentration of beauty stores, lots of free samples - Gangnam — premium brands, department store beauty floors - Hongdae — trendier, smaller brands Must-visit stores: - Olive Young (Korea's Sephora) — everywhere, good prices - Lotte Department Store beauty floor — luxury brands - Stylenanda Pink Hotel (Myeongdong) — Instagram-worthy, 3CE cosmetics Top brands for visitors: - Innisfree, Etude House, Laneige — well-known internationally - Cosrx, Some By Mi, Beauty of Joseon — cult favorites - Sulwhasoo, Hera — premium Korean luxury Saving money: - Tax refund available (10% back) - Duty free shops in airport and downtown - Olive Young membership card — show passport for tourist discount Pro tip: Olive Young near Hongdae station has the widest selection and best deals.