Laneige opens first global flagship in Seoul with AI-powered beauty services

Includes AI-based skin analysis for personalised skincare formulation.

Laneige has officially opened its first global flagship store, LANEIGE Seoul, in Myeongdong following an 18-month renovation.

The brand said Laneige Seoul is designed as more than a retail store, positioning it as an immersive space that reflects its science-led philosophy and “OPEN TO WONDER” vision.

LANEIGE added that the flagship focuses on experiential beauty, where research and development are brought together with real-time customization to create hyper-personalised products for visitors at its store in Myeongdong.

Key in-store experiences at Laneige Seoul include a Lip Sleeping Mask customisation service where visitors can mix scents and formulas using temperature-controlled dispensing technology, offering up to 45 combinations, a Neo Cushion service that provides a 1:1 shade consultation from 150 tones with a robot producing a custom cushion foundation in real time.

Additionally, it also features a Cream Skin service that uses AI-based skin analysis followed by on-site blending of one of 25 formulations, completed in about 20 minutes.

"LANEIGE seoul isn't just a store – it's our perception of what the future of beauty, technology, and design looks like," said Pilkyung Choi, Laneige brand president. "Every visit is different; every product is yours alone."