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Why do Seoul’s make-up studios draw so many K-beauty tourists?

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By Pyo Kyung-min

Seoul has emerged as a global beauty mecca and, with Korean culture booming internationally, tourists are now flocking to the capital for an immersive experience in K-beauty.

But rather than just stocking up on products, travellers are visiting Seoul’s make-up studios, eager to learn the secrets behind the flawless glow of Korean stars.

Often nestled in Seoul’s trendiest neighbourhoods, these popular studios – visited by both celebrities and everyday clients – offer more than just makeovers. They provide a cultural experience and a unique opportunity to connect with the latest K-beauty trends and techniques.

A visitor at Neu Haus, a make-up studio in Seoul, takes a photo of a list of beauty tips. Photo: courtesy of Kim Han-sol

A visitor at Neu Haus, a make-up studio in Seoul, takes a photo of a list of beauty tips. Photo: courtesy of Kim Han-sol

With each precise stroke from their expert hands, the skilled make-up artists at these studios work magic, highlighting their clients’ best features and creating stunning transformations.

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