A visitor at Neu Haus, a makeup studio located in Seoul's Yongsan District, takes a photo of written-out makeup tips from her makeup artist in this undated photo. Courtesy of Kim Han-sol
Many fans aspire to replicate the glamorous looks of their favorite TV stars, and for K-beauty enthusiasts, Seoul has become the ultimate destination. The city is home to numerous makeup studios, frequented by K-pop idols, actors, broadcasters, and everyday people preparing for special occasions. Now, international fans can experience the magic of K-beauty firsthand.
Beauty tourism has long been a key feature of Korea's travel scene. Since the early 2000s, as K-culture gained global popularity, tourists have been drawn to Korean skin clinics and cosmetic surgery centers, eager to replicate the glowing looks of Korean celebrities.
Now, the latest trend is for fans to recreate the stage-ready, dazzling makeup of K-pop idols who have acheived global fame. K-beauty's influence is especially visible on platforms like TikTok, where tutorials replicate the signature looks of "it-girls" from each K-pop generation. This has sparked a growing demand for beauty products linked to these popular idols.
The appeal of K-beauty, according to professor Hwang Seo-i of Chung-Ang University, lies in its "emphasis on natural beauty and subtle enhancements that hide imperfections."
"The Korean style, which highlights clear, dewy skin and a youthful look, seems to capture people's curiosity as something they want to try at least once," Hwang explained.
K-pop girl group IVE's Jang Won-young, left, and the viral lip tint from Korean beauty brand Rom&nd in shade Bare Grape, which is reportedly favored by Jang's makeup artist to achieve her signature glossy lips onstage / Images captured from Instagram
Joining this K-beauty wave are makeup studios frequented by idols and other celebrities. Seoul, Korea's entertainment hub, is home to major concert venues, agencies, and broadcast stations where celebrities perform, making it a natural destination for makeup studios that cater to these stars.
Many of these studios do not exclusively serve celebrities and also offer their services to the general public. In fact, most renowned makeup artists build their reputation with regular clients before attracting celebrity clientele.
K-pop's growing global influence, along with the accessibility of these studios, have sparked the interest of international fans. Many now wish to visit the same beauty studios as their favorite idols and receive the popular style of makeup.
This rising interest has been captured by beauty YouTubers, who visit these studios, receive makeovers from celebrity makeup artists and share their experiences online. Three years ago, for example, beauty YouTuber Hyojin Cho's video, titled "K-pop Idol Makeup Tutorial," where she received a makeover from the makeup artist for IVE's Jang Won-young, has since racked up 4.93 million views.
Another beauty YouTuber, lilyis_, who shares K-beauty tips with an international audience, recently posted a video in which she received a makeover from the makeup artist of Kim Ji-won of "Queen of Tears" fame, quickly gaining popularity.
The trend has also fueled a booming beauty tourism industry, drawing international fans captivated by Korean aesthetics. Receiving K-celebrity makeup and commemorating it with a photoshoot has become a must-do ritual for visitors to Seoul.
Which beauty salons in Seoul do celebrities frequent, and where can people go to receive a star-studded makeover?
BLACKPINK member Rose's look at the Saint Laurent Women's Summer 25 show in Paris, Sept. 24, was reportedly created by the Bit & Boot team, a makeup studio she recently switched to. Images captured from Rose's Instagram
Bit & Boot
Famed for creating show-stopping looks for K-pop stars like BTS, EXO, NCT 127, TWICE, and Girls' Generation's Seohyun, as well as more subtle, mindful styles for actors Ji Chang-wook, Park Bo-gum, and Lee Je-hoon, this all-in-one salon is a top destination for a complete K-beauty transformation.
Bit & Boot gained even more attention after BLACKPINK's Rose, who recently stirred global interest with her single "APT.," switched to this salon. Rose's softer, more natural look designed by Bit & Boot, has received widespread praise from K-pop fans and K-beauty devotees alike.
The salon's name, derived from the Korean words for comb (bit) and makeup brush (boot), symbolizes the studio's combination of hairstyling and makeup. Founder and stylist Park Nae-joo, who has spent his career working closely with K-pop idols, is known for creating looks that perfectly enhance each star's unique style. At Bit & Boot, visitors might find a look that suits them just as well.
Address: 49 Dosan-daero 81-gil, Gangnam District, Seoul
Website: @bit.boot on Instagram
The makeup looks for K-pop girl group aespa's May release, "Supernova," is known to have been created by makeup studio KITTS. Courtesy of SM Entertainment
KITTS
KITTS is the go-to studio for some of the hottest names in the Korean entertainment scene, including aespa, BLACKPINK's Jennie, Red Velvet, Suzy, Tiffany Young and actor Kim Ji-won.
The studio's most in-demand artist, Cho Eun-bee, is also the founder of AOU, one of the most viral cosmetics brands these days. Although her schedule is packed with celebrity clients, making her services unavailable to the general public, Cho Eun-bee's studio, KITTS, has built a reputation for creating the trendiest and most distinctive camera-friendly styles.
One of the studio's standout looks is the makeup created for BLACKPINK's Jennie in her recent "Mantra" music video, where she sports an adorable cat-eye look. Breaking away from Jennie's usual nude palette, the KITTS team chose a subtle shimmer and under-eye blush for added flair. Incorporate KITTS into your own end-of-the-year event look and become the star of the party.
Address: 13 Dosan-daero 59-gil, Gangnam District, Seoul
Website: @kitts_hairmakeup on Instagram
Singer IU, left, and Girls' Generation's Taeyeon are known for using Oui Oui Atelier for their onstage makeup. Images captured from Oui Oui Atelier's Instagram
Oui Oui Atelier
Oui Oui Atelier undoubtedly stands out as one of Korea's best-known makeup studios. Founded by renowned makeup artist Seo Ok, the studio is a popular choice for celebrities and beauty enthusiasts alike. The studio has also trained top designers, including Kiu, a hair designer and YouTuber with 1.56 million subscribers.
Oui Oui Atelier is behind the makeup of major stars like IVE, IU, BoA, and Girls' Generation's Taeyeon and Yoona, making it a key player in K-beauty for both the entertainment industry and everyday beauty. Clients rave about the studio's signature looks, including meticulous eyelash extensions and the pink-tinted "aegyosal" (under-eye fat) makeup, which creates a beautiful, doe-eyed effect.
Address: 12 Seolleung-ro 152-gil, Gangnam District, Seoul
Website: @ouiouia_hair_makeup on Instagram
The interior of makeup studio Woosun / Courtesy of Woosun
Woosun
Woosun was the studio behind BLACKPINK's makeup looks during their active years as a group and it continues to be a top choice for renowned actresses like Song Hye-kyo, Park Min-young, Kim Go-eun as well as Girls' Generation's Sooyoung and former IZ*ONE member-turned-actress Kim Min-joo.
Known for her refined touch, Woosun's head artist Lee Myung-sun is widely respected among celebrities for creating luxurious, elegant looks. While natural styles are also appealing, Woosun is the ideal stop for those looking to turn heads at sophisticated events with a classic, polished look inspired by Korean actresses.
Address: 84-15 Cheongdam-dong, Gangnam District, Seoul
Website: @woosunofficial on Instagram
One of makeup studio Dakyo's vanity filled with beauty products of its staff makeup artist / Image captured from Dakyo's Instagram
Dakyo
If flashy idol makeup feels too bold, or if you're looking for a look that can last for hours, Dakyo might be the right choice. A favorite among broadcasters, Dakyo is known for its long-lasting makeup that stays fresh throughout the whole day.
With a range of styles from daily looks to photoshoot-ready makeup, Dakyo operates two branches — one in Cheongdam-dong and another in Sinsa-dong, both in Gangnam — making it convenient for clients to book appointments, even on short notice.
The studio is particularly popular among influencers and college students booking graduation photoshoots, thanks to its reasonable prices and wearable, everyday styles. For those seeking to try the daily look favored by Korean women, Dakyo stands out as a superb option.
Address: (Cheongdam branch) 5 Seolleung-ro 160-gil, Gangnam District, Seoul / (Sinsa branch) 13-13 Apgujeong-ro 4-gil, Gangnam District, Seoul
Website: @dakyo__official on Instagram