My little black book of Seoul’s BEST beauty destinations – from cutting-edge clinics to the ultimate K-beauty shopping: POLISHED with Elise Wilson
Welcome to Polished with Elise Wilson, where Daily Mail’s qualified makeup artist and hair stylist answers your questions, shares advice, and trials the up-and-coming beauty and skincare trends so you don’t have to.
Korean beauty has exploded from a fairly niche skincare trend to global phenomenon over the past five years.
These days, Australians aren’t content with simply filling their bathroom cabinets with snail mucin and sheet masks. Increasingly, they’re flying direct to Seoul to experience the cutting-edge treatments behind the country’s famously flawless skin for themselves.
And being the K-beauty-obsessed buff that I am, of course I couldn’t resist joining them.
Beauty tourism has exploded, with Seoul’s famous Gangnam district becoming the unofficial cosmetic capital of the world.
In fact, despite the South Korean government announcing that its goal is to attract 700,000 foreign patients annually by 2027, the number has already been surpassed with 1.17 million – and counting – foreign patients flocking to the country seeking out dermatological treatments and plastic surgery in 2026.
Entire buildings are dedicated to dermatology and aesthetic medicine, and new beauty services are even popping up in Australia to help travellers organise personalised treatment itineraries before they leave home.
However, Sydney skin expert Natasha Lee, who specialises in Korean beauty tourism, warns against choosing a clinic based on price alone.
Korean beauty has gone from cult obsession to global phenomenon in the last five years. But Aussies aren’t just stocking up on snail mucin, cushion foundations and sheet masks anymore – they’re jumping on planes and flying themselves straight to Seoul. Pictured: Daily Mail’s beauty expert Elise Wilson, in Seoul
While budget ‘factory clinics’ may be tempting and are often the first port of call for tourists chasing a bargain, Natasha says it’s well worth taking the time to research accredited clinics before booking.
Her recommendation is to seek out dermatologist-led clinics who boast state of the art technology, while still remaining competitively priced.
After spending a week in Seoul with W-Cosmetics (courtesy of Jetstar Australia), I couldn’t agree more.
Some procedures, particularly more invasive procedures, were considerably cheaper than Sydney, while others weren’t quite the bargain I’d imagined.
Government accreditation, experienced doctors and having an interpreter by your side quickly became my non-negotiables, especially because every elective treatment comes with risks, wherever you are in the world.
After a fun week spent bouncing between clinics, spas, and beauty hotspots, I understand why the industry’s booming popularity shows no signs of slowing down.
Record numbers of beauty lovers (Elise included) are seeking out South Korea’s cutting-edge lasers, ingredients, injectables and ‘secret’ anti-ageing treatments of the glassiest-skinned nation. Beauty tourism has exploded too, with Seoul’s famous Gangnam district becoming the unofficial cosmetic capital of the world
Best for hair: ParkJun BeautyLab, Myeongdong
Everyone told me I couldn’t leave Seoul without experiencing a Korean scalp spa, and I’m so glad I listened.
ParkJun BeautyLab came highly recommended, and although it isn’t the flashiest salon in the city, I loved how easy and approachable it felt.
It’s right in the heart of the shopping district, close to plenty of hotels, and offers luxurious treatments without completely blowing your travel budget.
As someone who’s pretty low-maintenance with my hair, I skipped the colour services and booked the salon’s famous 15-step ‘Max’ scalp treatment instead.
Korean scalp spa’s come highly recommended in South Korea and can include up to 18-steps in-salon
The experience generally includes everything from a microscopic scalp analysis and exfoliating scrub to steam therapy, massage, nourishing masks, a soothing waterfall head bath and a professional blow-dry. Pictured: Elise at ParkJun BeautyLab Myeongdong, Seoul
The experience included everything from a microscopic scalp analysis and exfoliating scrub to steam therapy, massage, nourishing masks, a soothing waterfall head bath and a professional blow-dry.
To my surprise, my scalp analysis revealed I’d developed mild dandruff, which is something I hadn’t noticed myself. Given how the past few months have been, I’m convinced it was stress-related, but it was a timely reminder that healthy hair really does start with a healthy scalp.
If you’re squeezed for time or watching your budget, shorter scalp spa options are available too. But if you’re looking for the ultimate reset after a long flight or busy day sightseeing, this is one experience I’d absolutely prioritise.
Best for eyes: Muse Clinic, Gangnam
If there’s one treatment that’s become synonymous with Korean beauty, it’s Rejuran.
Often nicknamed the ‘salmon sperm facial’ (although that’s a very simplified explanation), the injectable treatment uses purified polynucleotides derived from wild salmon DNA.
If there’s one treatment that’s become synonymous with Korean beauty, it’s Rejuran. Often nicknamed the ‘salmon sperm facial’, the injectable treatment uses purified polynucleotides derived from wild salmon DNA
Pictured: Muse Clinic, in Gangnam
I chose to have it around my under-eye area because it’s the first place that tends to betray every late night and my long work hours in the office newsroom.
While I can’t comment on my own results, Rejuran is one of Korea’s most requested cosmetic treatments.
Best for face: AB Clinic, Gangnam
If you’re planning on anything more advanced than a facial, my biggest piece of advice is simply do your homework.
There are thousands of clinics across Seoul, and while social media might point you towards the latest viral destination, accreditation should always come first.
AB Clinic immediately stood out because it’s government-authorised to treat international patients, giving me confidence that strict safety standards were being met.
During her visit to Seoul, Elise tried a radiofrequency skin treatment as well as skin boosters
After a full assessment, Elise’s treatment plan was tailored specifically to her
During my visit I had Thermage which is a radiofrequency skin-tightening treatment, performed on my lower face and neck, and some hydro-lifting skin booster injections through my cheeks.
The consultation was thorough, nothing felt rushed and there was no pressure to add unnecessary treatments. Instead, the doctor assessed my skin, listened to my concerns and tailored a plan specifically for me.
Best for lips: JFeel Clinic, Gangnam
To be honest, I hadn’t planned on getting my lips done in Seoul. In fact, I hadn’t had filler anywhere in my face for around four years.
But after seeing one too many photos of myself and noticing my lips weren’t quite as full as they once were, I decided a subtle top-up wasn’t the worst holiday souvenir.
After finishing another appointment nearby, I realised the renowned JFeel Clinic was literally across the road, so I sent them a message and was sitting in a consultation room less than two hours later.
Clinics in Seoul often look and feel more like luxury hotels than a cosmetic practices, with sleek futuristic interiors and gadgets. Pictured JFeel Clinic, Gangnam
Elise noticed that cosmetic treatments in South Korea are part of everyday life. Clinics are everywhere, appointments are easy to come by and the whole experience incredibly efficient
That’s one thing I quickly learnt about Seoul – cosmetic treatments are just part of everyday life. Clinics are everywhere, appointments are easy to come by and the whole experience feels incredibly efficient.
The clinic itself felt more like a luxury hotel or airport lounge than a cosmetic practice, with sleek futuristic interiors and impeccable service.
Best for body: Spa Gogyeol
After several days of lasers and injectables, my body was begging for a little downtime.
I’d read countless rave reviews about Spa Gogyeol before arriving in Seoul, so I booked myself in for one of Korea’s famous body scrubs, followed by an upgraded massage and detox wrap.
Hidden away in the stylish Cheongdam neighbourhood, it’s a luxurious alternative to the traditional public bathhouses Korea is famous for, with every treatment carried out in complete privacy.
Hidden away in the stylish Cheongdam neighbourhood, Spa Gogyeol (pictured) is a luxurious alternative to the traditional public bathhouses Korea is famous for, with every treatment carried out in complete privacy
Korean wellness focuses on balance, with treatments tailored to what your body needs rather than following a one-size-fits-all approach
The body scrub is unlike anything I’ve experienced before. Without going into too much detail, let’s just say you’ll leave wondering how you ever had that much dead skin to begin with.
Combined with the massage, it was one of the most relaxing experiences of my trip, and I genuinely floated out feeling lighter, softer and totally invigorated.
What I also loved was learning how much Korean wellness focuses on balance, with treatments tailored to what your body needs rather than following a one-size-fits-all approach, making the whole experience feel incredibly personalised.
Best beauty shopping in Seoul
If you’re a fellow beauty obsessive, I’d strongly recommend packing an extra suitcase, or at the very least upgrading your baggage allowance like I did for the trip home.
I thought I’d already done plenty of K-beauty shopping before arriving in Seoul, but I couldn’t have been more wrong. Every street seemed to reveal another beauty store packed with products I’d never seen before.
Top of my shopping list were state-of-the-art microcurrent devices, innovative jelly mists, skin-loving makeup, advanced encapsulated skincare formulas and, of course, Korea’s famous snail mucin products.
If you’re a fellow beauty obsessive, it’s strongly recommend packing an extra suitcase, or at the very least upgrading your baggage allowance before your flight home
One of my favourite discoveries was Amorepacific World Headquarters, which is surprisingly open to the public.
The beauty giant owns brands including Sulwhasoo, Laneige, Innisfree and Cosrx, and the impressive showroom lets visitors browse them all under one roof.
You can even have your skin analysed and, in some cases, have a customised cushion foundation created to perfectly match your complexion. It’s a must-visit for any skincare enthusiast.
Olive Young
No trip to Seoul is complete without visiting Olive Young – it’s essentially Korea’s answer to Sephora – which isn’t hard considering there is quite literally a store on every corner.
The Myeongdong flagship store is an absolute giant and stocks almost every trending Korean beauty product imaginable, although it can get incredibly busy.
I personally preferred the newer Seongsu store, which feels more calm, a lot cleaner and more interactive.
Lipstick lovers need to make a beeline for Laka’s flagship store in Seongsu
Lipstick lovers need to make a beeline for Laka’s flagship store in Seongsu, because it’s so unique and stunning, but also on one of the coolest streets I walked along, with plenty of other boutiques to meander through.
The Korean makeup brand is home to a spectacular wall displaying almost 400 lip shades, alongside a custom Mixology Bar where you can create your own personalised lip colour.
It’s one of the most fun beauty experiences I had all week, and hands-down beat the hustle and bustle of Olive Young.
The Korean makeup brand is home to a spectacular wall displaying almost 400 lip shades, alongside a custom Mixology Bar where you can create your own personalised lip colour
Even if you don’t buy a single product, this boutique is worth visiting. The stunning space feels more like an art gallery than a beauty store, complete with luxurious treatment rooms and an atmosphere that makes you want to linger.
If your budget allows, book one of the signature spa treatments for the full experience.
One of Seoul’s prettiest beauty destinations has to be Dear Dahlia’s crisp white flagship store near Dosan Park, filled with endless mirrors, beautifully displayed makeup and conveniently located alongside Sulwhasoo and several other luxury designer boutiques.
The vegan brand’s elegant boutique is beautiful enough on its own, but head up the spiral stairs and you’ll find Dahlia Dining which is an equally stunning plant-based restaurant led by Celebrity chef Choi Hyun-seok, who many will recognise from Netflix’s Culinary Class Wars.
It was the perfect place to stop for lunch or dinner after a day of shopping – but you will have to book well in advance for a table.
One of Seoul’s prettiest beauty destinations has to be Dear Dahlia’s crisp white flagship store near Dosan Park, filled with endless mirrors, beautifully displayed makeup and conveniently located alongside Sulwhasoo and several other luxury designer boutiques
While wandering through the Gwangjang Markets in search of the TikTok famous mung bean pancakes, I stumbled across a free personal colour analysis booth tucked between the food stalls.
If you’ve spent any time scrolling Korean social media, you’ll know personal colour analysis is practically a national obsession. However they typically cost between 50,000 and 200,000 KRW (around $55 to $220 AUD).
Consultants drape dozens of coloured fabrics over your shoulders to determine which shades make your complexion look brighter, your eyes pop and your skin appear healthier.
If you’ve spent any time scrolling Korean social media, you’ll know personal colour analysis is practically a national obsession. Elise found a free service booth tucked between the food stalls at the TikTok famous Gwangjang Markets
Join the discussion
Is traveling abroad for cosmetic treatments a smart investment or a risky beauty obsession?
I’d been hoping to book a proper session but I was a bit time poor around my other sightseeing adventures, so finding a complimentary version at the market was a real bonus.
Within minutes, I was wrapped in a rainbow of fabrics while the consultant worked out which colours suited me best.
I’ve had this service done in Australia years ago and loved knowing my true Autumn tones, but it’s still fascinating to see how dramatically certain shades can completely transform my complexion.
This one took less than 10 minutes, and I made a new friend too.
After a fantastic week on the ground immersed in Seoul’s beauty scene, I came home with a suitcase absolutely full of skincare, a phone packed with so many more clinic recommendations and a completely new appreciation for why so many are now travelling to South Korea for aesthetic treatments.
I’m already desperate to go back!
Disclaimer: The procedures, products and clinics mentioned in this article are based on personal travel experiences and do not constitute medical advice or recommendations. Cosmetic injectables and medical treatments described may involve prescription-only medicines and devices that are regulated under Australian law. Always consult a registered health professional in Australia for advice about treatments, risks and suitability. Outcomes will vary between individuals. Advertising of prescription-only treatments and therapeutic claims is restricted by the Therapeutic Goods Administration (TGA). This article is for informational and entertainment purposes only.
