A visitor at Neu Haus, a makeup studio located in Yongsan District in central Seoul, captures a photo of beauty tips written out by her makeup artist in this undated photo. Courtesy of Kim Han-sol

Seoul has emerged as a global beauty mecca, and with K-culture booming internationally, tourists are now flocking to the capital for an immersive experience in K-beauty. Rather than just stocking up on products, travelers are now visiting Seoul's makeup studios, eager to learn the secrets behind the flawless glow of Korean stars.

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

The true hidden heroes behind this experience are the skilled makeup artists at these studios. With each precise stroke, their expert hands work magic, highlighting their clients' best features and creating stunning transformations.

One such artist is Kim Han-sol, whose work at Neu Haus, a studio located in Yongsan District in central Seoul, has garnered a loyal following among both locals and tourists. In a recent written interview with The Korea Times, Kim shared her insights on foreign tourists, noting how visiting a Korean makeup studio has become a "travel ritual" for many.

Makeup artist Kim Han-sol / Image captured from Kim's Instagram

"It seems like makeup sessions at Korean studios have become part of the itineraries of foreign tourists," the artist explained. "People come in for a hair-and-makeup package, then go to a photo studio to capture their look in professional or casual portraits. The whole experience has become a new type of souvenir."

This surge in tourism to Seoul's makeup studios, according to the artist, reflects K-beauty's ever-growing global reach. Kim noted that most of her foreign clients learn about her studio through their local social media platforms such as Xiaohongshu, a Chinese social media similar to Instagram.

"We have so many clients who found us through Xiaohongshu. It's like a new word-of-mouth trend among foreign tourists who want a taste of what it's like to have their hair and makeup done in Korea," Kim described.

The makeup artist noted that the aspect of K-beauty that resonates most with international clients is its focus on harmonizing features in a way that feels personalized and unique, rather than following a one-size-fits-all approach.

"I think the current K-beauty trend is more about cleaner looks that highlight a person's best features while downplaying any flaws, rather than the dramatic styles you'd often see in older makeup trends," Kim said.

"Everyone has their own unique style these days and clients don't necessarily go for conventional beauty — they want something a bit more distinctive."

The signature style of makeup studio Neu Haus, located in Yongsan District in central Seoul, which leans toward enhancing the individual beauty of its clients, according to its staff artist Kim Han-sol / Image captured from Kim's Instagram

Seoul's makeup studios, including Neu Haus, have embraced this trend toward individuality by offering personalized makeup lessons alongside standard sessions. For many international clients, these lessons provide a unique opportunity to learn K-beauty secrets and techniques directly from the experts and to apply those skills in a way that best complements their own features.

"The makeup lessons are particularly popular among foreign visitors ... Clients tend to hear about our lessons through recommendations from their Korean friends. Often, a Korean friend will make the reservation on behalf of a foreign guest and lately, we're also seeing inquiries from different travel agencies." Kim said.

Some eager clients, according to Kim, even travel with interpreters to make the most of the experience and learn techniques they can recreate at home.

Kim also recalled one memorable visit when a man booked a makeup lesson for his 70-year-old mother.

"At first, I was surprised to see a man booking the lesson. It turned out that his mother was the client. He told me he was inspired after a colleague attended a lesson with us and saw such a transformation that he wanted his mother to experience it, too," she said.

"Regardless of nationality, gender or age, everyone has a desire to feel beautiful. It's a universal thing. It reminds me of why I love this job so much."

A visitor at Neu Haus, a makeup studio located in Yongsan District in central Seoul, takes a photo of written-out makeup tips in this undated photo. Courtesy of Kim Han-sol

Kim also shared her philosophy that guides her work at Neu Haus, where the focus is on subtle, natural beauty rather than dramatic transformations.

"Our studio primarily serves regular clients rather than people in the entertainment industry, so we focus on makeup that enhances our clients' features subtly, so it feels effortless and not overdone," she explained.

She discussed how current makeup trends lean toward dewy, fresh looks without heavy styling.

"If I were to define current trends, it's more about creating a natural, glowy finish for the skin rather than meticulously curled lashes or flashy overdone colors for the conventional studio look. Again, the current trend is all about enhancing individuality than just 'looking pretty.'"

The artist also shared her personal tips and preferences in her strokes, and her favorite beauty products to create these looks.

"For a clear and natural look, I highly recommend using a lip base product to soften the outline of the lips. If you usually wear just one lip color, pairing it with a lighter lip base can create a fresher vibe. Some of my go-to products are lipsticks from MAC in lighter shades, shade Rose Beige of brand Heartpercent, or 3CE's lippies in shade Way Back."