Typically, when I travel, I only bring a carry-on suitcase, even internationally. However, flying into Incheon Airport for the first time, I had a checked-in suitcase and a budget set aside specifically to splurge on K-beauty.
While treatments at clinics steal the spotlight for beauty tourism in Korea, there’s an exponential amount of non-invasive pampering experiences I indulged in at a fraction of what it would’ve cost me in the U.S. It’s a full spectrum, and I wanted to do as much as I could in a week.
My first stop was a facial studio in Yongsan. I did a collagen facial, which included a head, neck, and shoulder massage, something I badly needed after sitting 16 hours in economy! In the U.S., those are separate services, but here, it was one appointment. I was so relaxed when it was over, I contemplated going back the next day. During my facial, I asked the esthetician for her SPF recommendation. Korea's sunscreen technology is years ahead of what's available in the U.S., and she pointed me toward Dr. G for their mineral formulas. I made a mental note to track it down at Olive Young.
Olive Young is Korea's beauty retail chain, and I returned multiple times because different locations stock different products. It was like treasure hunting. Full-size products come bundled with travel-sized bonuses, and the exchange rate makes it feel like the most bang for your buck. Foreigners can even get a tax refund at the airport. For shopping!
My most memorable hunt was for Rejuvenex, a PDRN cream made by the same company behind Rejuran, the skin-booster where salmon DNA gets injected into your face. The cream is supposed to strengthen your skin barrier, boost collagen, and leave your skin glowing. It’s only available in pharmacies, and when I tell you I looked everywhere for it, I mean everywhere.
The coveted cream was sold out all over Seoul, and my camera roll has pictures of 50 pharmacy storefronts across Myeongdong and Hongdae. I went into every one I could find, showing a picture to each pharmacist, watching them shake their heads no. After almost giving up, I ended up finding a payload in Gangnam. Honestly, it was for the thrill of the hunt!
At the flagship of a popular salon, I got a haircut for $25, K-pop makeover for $90, and a color analysis that determined my personal colours. Korean beauty standards are distinct from the West, where makeup tends to emphasize an angular definition with bronzer and contour. In Korea, it’s bigger eyes, and soft pink hues. I wanted to see what my face looked like through the lens of Korean beauty standards.
To round it out, I splurged on a traditional Korean full-body massage that lasted for two hours. No trip to Korea is complete without nail art, where the designs are stunning, at prices that make every manicure back home feel criminal.
Korea reaffirmed to me that flying halfway around the world is not too far, and that the spectrum of self-care is something Korea does better than anywhere else in the world. I left with a checked-in suitcase that was significantly heavier than when I arrived, and what I can only describe as that K-beauty glow.
K-Beauty in Seoul
A private-guided journey through Seoul’s beauty culture featuring skincare, haircare, and body treatments alongside traditional and modern city exploration.
Erin is a New York City-based professional travel photographer and content creator whose work has reached over 60 million people across social media.
Commissioned by brands like Sony, Apple, Google, Four Seasons, Fairmont, and Shangri-La, her storytelling has taken her across the globe.
A 2025 Travel Photography Club Awards Finalist, she has also been featured in The Cut, The Weather Channel, and Sony Alpha Universe. Follow her travels on Instagram and YouTube at @niredonahue.