Myeongdong Beauty Street (명동 화장품거리)

K-beauty retail concentrated into a single walkable corridor — Innisfree, Etude House, Nature Republic, and dozens of independent skincare stores operate from adjacent shopfronts with staff stationed outside handing out samples. Prices here are retail, not discounted, but the density of product across every conceivable Korean brand in one place makes it a genuinely efficient way to compare and buy. The sheet mask selection alone is worth the walk.

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