Shop · Seongsu
Amuse Seongsu
어뮤즈 성수
K-beauty flagship
It commits fully to one color story instead of splitting the difference, which makes it read as a genuine brand statement rather than a generic pop-up shell.
Neighborhood: Seongsu
Best for: the most photographed makeup showroom in Seongsu right now
Instagram: @amuse
Address: 서울 성동구 연무장길 10-2
About: Amuse opened its Seongsu flagship — nicknamed 'Pink House' — in June 2025, its second flagship store after an earlier Hongdae location. The roughly 200-square-meter space is built entirely around the brand's signature pink and its vegan, jelly-textured makeup and skincare line.
Expect a dense photo-op interior alongside testing stations for Amuse's core products; it's a quick stop rather than a long browse, but a distinctive one on a Seongsu beauty crawl.