Musinsa Beauty to launch first standalone store in Hongdae with pharmacy partnership

Musinsa Beauty is launching its first standalone beauty store, ‘Musinsa Beauty Hongdae’, in Seoul on May 11. The approximately 382-pyeong (1,260 square meter) facility will feature around 600 beauty brands across four floors.

A key feature of the new location is a partnership with Onnuri Pharmacy, which will occupy the entire first basement level. This collaboration aims to create a ‘Pharmacy Beauty’ channel, combining Musinsa’s customer data and beauty trends with the professional expertise of pharmacists. The store will offer specialized curation for high-functionality cosmetics, inner beauty products, hair and scalp care, and acne treatments.

Pharmacists will be on-site to provide consultations, allowing customers to explore both cosmetics and related medicinal products in a one-stop shopping environment. This strategy seeks to differentiate Musinsa from established health and beauty (H&B) competitors like CJ Olive Young by focusing on professional consultation and experiential retail. Musinsa aims to use the physical space to drive engagement that translates back to increased online transactions.