Seoul & Beyond by Leeloo

Below is a non-exhaustive list of boutiques where you can find jewelry, clothing, shoes, bags, makeup, and even glasses. I’ve included the address for each shop (when there are multiple locations, I only mention the one I personally visited), along with my thoughts and what I ended up buying.

For most of these places, you can also find photos in my Pinterest board “My Seoul Fashion & Beauty Adventure”. I’ll start with the boutiques where I made a purchase, followed by the ones I simply visited to browse and discover.

Glasses 🕶️

Blue Elephant is a South Korean eyewear brand founded in 2019, with multiple stores across Seoul. You’ve probably seen it all over social media, as it’s often considered a more affordable alternative to the iconic Gentle Monster.🛍️ (Their similar aesthetic even led to legal action from Gentle Monster in December 2025.)

Depending on the season, stores can get quite crowded — especially with tourists (myself included 🤍). The model I chose cost me under €40, which makes it a stylish yet budget-friendly find in Seoul.

📍 22, Jandari-ro 2-gil, Mapo-gu, Seoul

📱 @blueelephant.co

Bag 👝

VVV is one of my favorite Korean fashion brands in Seoul. The aesthetic is ultra-girly, filled with pink tones, playful details, and adorable accessories. If you love soft, feminine, and trendy Korean fashion, this boutique is definitely worth adding to your Seoul shopping list.

I purchased several pieces, including a bag, a bunny keychain, and a brooch that can be clipped onto a bag, cap, or jacket — perfect for adding a unique touch to any outfit. 🛍️

The store is located on the 3rd floor (door on the right). You’ll need to knock and wait to be let in, which makes the experience feel a bit exclusive. Be sure to check the opening days and hours before visiting — I once went with my sister only to realize it was closed!

📍644-13 Sinsa-dong, Gangnam-gu, Seoul

📱 @vvv_official

SAMO ONDOH is another viral Korean fashion brand that has become a real phenomenon on social media — so of course, we had to check it out. 👝 If you’re looking for trendy Korean bags in Seoul, this is definitely a brand you’ll come across.

I tried on several of their bags in-store. While I personally wasn’t completely convinced by the colors available at the time, I was impressed by the wide range of styles and designs. 🛍️ There’s plenty of choice, whether you’re into minimalist silhouettes or more statement pieces.

📍47, Seoulsup 2-gil, Seongdong-gu, Seoul

📱@samo_ondoh

Clothes 👗👚

Sinoon is a Korean fashion brand I discovered completely by chance during my solo trip to Seoul — and I’m so glad I did. 🤍 I’ve linked the official Instagram account, but keep in mind that there are two separate accounts for the brand’s two different stores in Seoul.

I personally visited the Gangnam location and really liked the architecture of the boutique — it feels unique and thoughtfully designed. The clothing style is soft and feminine, with ruffled skirts, floral-patterned sweaters, and romantic dresses. 🎀 If you’re into cute Korean fashion with a delicate, girly aesthetic, Sinoon is definitely worth stopping by in Seoul.

📍47, Apgujeong-ro 42-gil, Gangnam-gu, Seoul

📱@sinoon_official

CHUNG CHUNG is a denim boutique I first discovered through social media. The concept is simple but brilliant: you choose your jeans, and the owner adjusts them on the spot. 👖 She personally handles the fit — from length to waist alterations — which makes the shopping experience feel truly custom-made.

Another great point: they carry sizes above S and M, which is still relatively rare in some Seoul boutiques. If you plan to visit, bring some cash — it’s usually cheaper than paying by card.

I went during my second trip to Seoul specifically to find a pair of jorts. I found the perfect one and even went back the next day to get the same style in black for my sister. 🤍

A little personal anecdote: when I returned the next day, I stopped to buy a corn dog at the stand right across the store. The owner came out, saw me, and paid for me. ✨ It genuinely touched me — such a small gesture, but incredibly kind and memorable.

📍15, Hongik-ro 3-gil, Mapo-gu, Seoul

📱@chung.chung_j

Bittercells is another boutique I discovered during my solo trip to Seoul. The store feels almost like stepping into a house, with several beautifully decorated rooms that make the shopping experience feel cozy and intimate. 🤍

I bought a pair of denim shorts and a T-shirt there — simple but stylish pieces that fit perfectly into my Seoul fashion finds.

Like in many South Korean boutiques, sizing options can be limited, and some items come in “free size” only. 🛍️ Whenever possible, I definitely recommend trying things on before purchasing to make sure the fit works for you.

📍67, Itaewon-ro 54-gil, Yongsan-gu, Seoul

📱@bittercells

Marithé François Girbaud is a brand I first discovered on social media, and I wanted to see their offerings in-store while in Seoul. 🤍 The prices are on the higher side, but luckily there were some discounts during my visit.

I picked up two simple gray T-shirts with subtle pink accents 👚 — pieces that perfectly capture the brand’s minimalist and casual-chic style. I love how their designs can give an outfit a polished yet effortless feel.

The brand has several locations across Seoul, making it easy to visit one of their boutiques while exploring the city.

📍15, Yeongjung-ro, Yeongdeungpo-gu, Séoul

📱@marithe_kr

Matin Kim is a brand I had only known by name and through magazine covers on Instagram, so I wanted to visit one of their boutiques in Seoul. 🤍 This isn’t a crowded store, which makes it easy to browse the clothing racks, accessories, and shoes at your own pace. The boutique even has an upper floor, so there’s plenty to explore.

That said, it’s not a brand that fits most budgets. 💵 Luckily, near the end of my trip, I passed by one of their boutiques in a shopping mall during a sale. I couldn’t resist a sleek black cardholder — simple, elegant, and now one of my favorite souvenirs from Seoul. ✨

📍14, Eonju-ro 164-gil, Gangnam-gu, Séoul

📱@matinkim_flagshipstore

Artistkomplex has two locations in Seoul, and we visited the one inside the The Hyundai Seoul shopping mall in Jongno. 🛍️ The store offers a wide range of items, from affordable and cute pieces like the lace-trimmed socks I bought, to the crow-shaped keychain I also picked up 🐦.

They also carry more premium items, including wool coats, silk scarves, and silver jewelry. I highly recommend exploring their full collection — you can find the link in their Instagram bio.

📍8-2 Bukchon-ro, Jongno-gu, Seoul

📱@artistkomplex_kr

Glowny is one of my favorite Korean fashion brands, and I really love the aesthetic of their boutiques. The store decor is always beautiful, creating a sense of simplicity and harmony that complements their clothing perfectly. 🎀

I spotted two mini skirts that I couldn’t resist trying on — and of course, I adopted them! One of the things I love about Korean brands like Glowny is that their skirts always include built-in shorts, a small but much-appreciated detail ✨ (especially when wearing them back at home).

There are now three Glowny boutiques across Seoul, making it easy to explore their collection no matter which area you’re visiting.

📍7, Itaewon-ro 45-gil, Yongsan-gu, Seoul

📱@glownystore

Nerdy was recommended to me by a friend who loves the brand. The style is sporty, with pastel shades or classic colors like white, black, and gray — pieces that are easy to incorporate into everyday outfits. 🤍

The Gangnam boutique is located in a basement space. It’s not very large, but the staff were incredibly friendly. I picked up a lilac set including shorts, a T-shirt, a zip-up jacket, and a gray zip-up jacket with dual zippers — allowing the jacket to be opened from both the top and bottom at the same time. 🛍️ I also received a free black crossbody sports bag as a gift for reaching a certain purchase amount 😊

The Instagram account doesn’t fully reflect everything the brand offers, so the best way to get a real feel for Nerdy is to visit the store in person. ✨

📍159-7, Samseong-dong, Gangnam-gu, Séoul

📱@Nerdy

Leterie is a cute and well-curated boutique. Although the space isn’t very large, everything is thoughtfully displayed and the items really stand out. 👝

On my first visit, I couldn’t resist a small white crossbody bag — absolutely adorable. 🤍 I had missed a promotional event the day before, where customers would receive a free keychain with a purchase, but the staff kindly gave me one anyway — so sweet! 😊

The second time I visited with my sister and a friend, I tried on a few items but didn’t buy anything. I was a bit disappointed, especially when, a month after returning to France, they promoted a beautiful tote bag on Instagram that I had missed ☹

📍36, Itaewon-ro 42-gil, Yongsan-gu, Seoul

📱@leterie_kr

KREAM was our backup plan when my sister and I couldn’t find a Stussy store — the one we wanted seemed permanently closed. A friend recommended this boutique, and while they don’t carry Stussy, the style is very similar ✨.

It’s a great spot if you’re looking for streetwear in Seoul with the same casual, trendy vibe as Stussy.

📍50-20, Itaewon-ro 54-gil, Yongsan-gu, Séoul

📱@kream.co.kr

Musinsa started as an online brand but has since opened physical stores called MUSINSA STANDARD, offering simple, casual clothing at affordable prices — a bit like H&M. 🛍️

The brand often features collaborations and special events, which are mostly highlighted on their Korean Instagram account (@musinsa.official). It’s always fun to check out the latest releases in-store while exploring Seoul. 🎀

I’ve listed only one location here, but Musinsa stores can be found all over the city.

📍30, Eonju-ro 174-gil, Gangnam-gu, Seoul

📱@musinsa_global

Accessories 💍

Numbering is a jewelry brand with multiple locations across Seoul (six, according to their website). My sister and I visited the Gangnam store twice — first for me, and then again because my sister wanted a bracelet. 💍 The staff were very kind and spoke English, which made shopping even easier.

I picked out a silver ring and a bracelet — half made of silver links and the other half adorned with pearls. 🎀 One thing I love about shopping in South Korea is the little surprises: at the checkout, one of the sales assistants told me I’d receive a gift if I left a Google review. I did, of course, and they gave me a small pocket mirror in return. ✨

📍28 Apgujeong-ro 10-gil, Gangnam-gu, Séoul

📱@numbering_official

Omyo Forest is a boutique I absolutely fell in love with. The creator’s work is stunning, and the store has a mystical, spiritual vibe with plenty of Harry Potter-inspired elements — I was completely enchanted. 🤍 The Instagram account doesn’t do the interior justice, so I definitely recommend visiting in person. We admired both the jewelry and the décor. 🎀

I picked out three rings and showed them to Omyo (the creator, according to her bio) so she could take the measurements for the fingers I wanted them for. 💍 After paying, I added her on KakaoTalk to be contacted when the rings were ready. They were ready in just about two days, which was impressively fast. ✨

📍4 Donggyu-ro 41-gil, Mapo-gu, Séoul

📱@omyo_f

Make-up & Skincare

Among the many Korean skincare brands to discover in Seoul, Mixsoon definitely deserves a spot on your list. 🎀 The brand stands out for its minimalist formulas, focused on single, effective ingredients — perfect for anyone looking for a simple yet high-performing skincare routine. 🤍

I personally fell in love with the Bean Cleansing Oil, which I use for double cleansing. It melts away makeup and sunscreen effortlessly without leaving a greasy residue, while remaining gentle on the skin. It has truly become a staple in my skincare routine. ✨

📍8-5, Myeongdong 8-gil, Jung-gu, Seoul

📱@mixsoon_official

Another K-beauty essential to discover in Seoul is Rom&nd. If I had to pick a favorite product from the brand, it would definitely be their rosy lip glosses 💄. The shades are fresh and luminous, giving that effortless “naturally glossy lips” effect that’s so iconic in Korean makeup. 🎀

I even visited one of their pop-up events in Seongsu, where the atmosphere was just as aesthetic as the products themselves. 💋 Brand pop-ups in Seoul are truly an experience on their own, and Rom&nd is definitely one to watch if you love shiny, easy-to-wear lip textures. ✨

📍88, Yeonmujang-gil, Seongdong-gu, Seoul

📱@romandyou

Everyone knows Olive Young, but why not discover other Korean beauty products at Hemeko? 🤍 It’s a great alternative if you want to explore different brands in one place.

I picked up acne patches, a liquid glitter highlighter, and a pink glitter tube — perfect for adding a subtle glow to a more natural makeup look. 🎀

It’s the kind of practical beauty spot in Seoul where you can test multiple Korean brands without having to visit ten different stores. You can check out their Korean Instagram account @hemeko.o for more updates. ✨

📍25, Hongik-ro, Mapo-gu, Seoul

📱@hemekoglobal

Dasique offers a soft, romantic universe with occasionally bolder touches. 🎀 I fell for their rosy glosses, which have a slightly more statement finish — perfect if you like a more noticeable shine on the lips. 💄

What I particularly love is the elegant shape of the gloss applicators (beyond just the packaging), which makes them very comfortable to use. 💋 I also added one of their blush pots to my collection — ideal for giving the complexion a fresh, radiant touch. ✨

📍6, Yeonmujang 5-gil, Seongdong-gu, Seoul

📱@dasique_official

It’s impossible to talk about beauty shopping in Seoul without mentioning Hince. 🤍 The brand is known for its modern and sophisticated aesthetic, offering subtle, wearable shades that are perfect for everyday makeup.

I personally fell for their single eyeshadows, which are ideal for creating soft, luminous, and natural-looking eye looks. 🎀 Hince also regularly hosts pop-up stores, especially in Seongsu, and the experience is definitely worth it. With purchases above a certain amount, you often receive exclusive gifts — it’s little details like this that make beauty shopping in Seoul feel so special. ✨

📍14-2, Itaewon-ro 49-gil, Yongsan-gu, Seoul

📱@hince_official

Seoul Must-Visit Stores

It’s impossible to miss Wiggle Wiggle during a shopping session in Seoul. The store’s striking black façade immediately stands out and creates a bold contrast with the brand’s playful universe. 🐦‍

Inside, it’s the complete opposite: a colorful, fun, and immersive space. You’ll find stationery 📚, lifestyle accessories, home décor items, phone cases, bags, and plenty of unique gift ideas. 🛍️

It’s the perfect concept store in Seoul if you love vibrant, fun, and highly Instagrammable spaces. ✨

📍31, Eonju-ro, Jung-gu, Seoul

📱@wigglewiggle.official

Kakao Friends stores have become a must-visit when shopping in South Korea. The characters originally come from the messaging app KakaoTalk, which is extremely popular in the country.

Ryan, Apeach, Muzi, and the other characters first appeared as digital stickers before becoming true cultural icons. Today, you can find them on a huge range of products: plush toys, stationery, clothing, tech accessories, home goods, and more.

Their popularity comes from their simple, expressive, and lovable designs — characters that resonate with all generations.

📍162, Yanghwa-ro, Mapo-gu, Seoul

📱@kakaofriends_official

LINE Friends follows the same story. The characters were born from the messaging app LINE, where Brown, Cony, Sally, and their friends originally appeared as chat stickers used in everyday conversations.

The success was so massive that LINE Friends evolved into a true lifestyle franchise. The LINE Friends stores in Seoul are often large, immersive, and highly visual. You’ll find brand collaborations, limited-edition collections, and a wide variety of merchandise.

Their popularity comes from the fact that these characters are part of millions of people’s daily digital lives — they’ve become much more than simple mascots.

📍49, Insadong-gil, Jongno-gu, Seoul

📱@linefriends  

For figurine and blind box lovers, the Pop Mart Myeongdong and the Pop Mart Flagship Store in Hongdae are must-visit spots in Seoul. 🛍️ These stores offer a wide selection of Pop Mart products, from the latest series to exclusive editions that are especially appealing for collectors. ✨ The Myeongdong store, located in a lively and touristy area, is particularly well-stocked and makes a perfect stop if you’re exploring central Seoul. 🎀

You’ll also find Pop Mart Roboshops, like the ones near Hongdae and Yongsan, installed in shopping malls. 🛍️ These vending machines often offer blind boxes and mini-figurines, perfect for picking up a collectible quickly while you’re out shopping. ✨

Collecting these designs can be expensive in France, but in Seoul you often have access to a wider variety — including exclusive Korean editions and limited releases at certain stores — at a more affordable price. 🤍

📱@popmart_korea

Made By has three locations in Seoul, and it’s a stationery lover’s paradise 📚 — definitely our guilty pleasure! My sister, my friend, and I loved visiting to work on our “travel journals.”

This multi-story store dedicates each floor to a different theme. We all left with sticker sheets, keychains, bookmarks, and more. 🤍 You can even create your own custom notebook: choose the size, lined or blank pages, grid or plain, the cover style (opaque, transparent, or glossy), and even the inner pages. I highly recommend this activity for a fun and creative shopping experience in Seoul. ✨

📍38 Seoulsup-gil, Seongdong-gu, Seoul

📱@madeby_official

My Seoul Shopping Wishlist

Makeup

• Fwee 📍28-5, Seojeon-ro 7ga-gil, Seongdong-gu, Seoul / 📱@fwee_makeup
• AMUSE 📍30, Eulji-ro, Jung-gu, Seoul / 📱@amuse

Clothing & Accessories

• Emis 📍29-17, Yeonmujang-gil, Seongdong-gu, Seoul / 📱@emis_official2017
• Vansell 📍34, Hongik-ro 6-gil, Mapo-gu, Seoul / 📱@vansell_official
• Noice 📍2nd Floor, 646, Sinsadong, Gangnam-gu, Seoul / 📱@official_noice
• Covernat 📍405, Hangang-daero, Jung-gu, Seoul / 📱@covernat_
• Orr 📍71-2, Imjeong-ro, Mapo-gu, Seoul / 📱@orr_official

Modern Hanbok

• 📍166-38, Ikseon-dong, Jongno-gu, Seoul

Shoes

• SAPPUN 📍55, Wausan-ro 29-gil, Mapo-gu, Seoul / 📱@sappun_global / @sappun_korea

Jewelry

• HUSTAD 📍58-20, Itaewon-ro 54-gil, Yongsan-gu, Seoul / 📱@hustad_official

Stationery

• Inside Object 📍13, Wausan-ro 35-gil, Mapo-gu, Seoul / 📱@insideobject