CJ Olive Young said Tuesday it will relocate and reopen its Apgujeong Rodeo store in Seoul’s Gangnam District as a concept location aimed at global beauty tourism.

The new space covers about 9,250 square feet (860 square meters), more than five times the footprint of the previous site. To accommodate tourist traffic tied to aesthetic procedures, the company moved into a three-story building closer to Apgujeong Rodeo Station.

The interior is organized around tourist demand. Color cosmetics occupy the first floor; personal care for hair and body, along with wellness items, are on the second; and skin care is on the third.

The assortment ranges from home-care tools such as gua sha stones and lifting bands to inner-beauty items like de-puffing teas, as well as aftercare skin care and beauty devices for post-procedure use. 

A sheet-mask zone twice the size of the one at Olive Young’s Myeong-dong location groups products by format and function, from classic sheet masks to gel masks for soothing and de-puffing, as well as options aimed at firmness and nourishment. 

The brand lineup is broader, with labels that had been limited to the online store or to Olive Young N Seongsu, including NoProb, Another Face, WellDerma and House of B.

To deepen the experience for international shoppers, the third floor includes a counseling area where company consultants provide skin scans and tailored recommendations. Self-service stations will offer scalp checks and personal-color analysis.

Citing government data, the retailer said that in 2024, 56.6 percent of foreign medical visitors to Korea received dermatology care. Of those patients, 80 percent bought products at Olive Young, according to Global Tax Free’s tax-refund data. The store sits near the Gangnam Medical Tour Center and roughly 100 dermatology and plastic-surgery clinics.