Beauty Play, a K-beauty experience space, first opened in Myeongdong in October 2021. Thanks to its immense popularity, Beauty Play is opening a second branch in Hongdae on February 1, 2024. The news of the opening drew attention from over 1 million beauty enthusiasts around the world on YouTube and TikTok, as well as related organizations including Korea Tourism Organization, Ministry of Health and Welfare, and the Korea Cosmetics Industry. 

The new Hongdae branch of Beauty Play is located across the street from KT&G Sangsangmadang, a popular attraction for Millennials and Gen Z. The second and third floors feature pop-up stores displaying cosmetic products from a range of beauty brands, as well as experience spaces to try on these products. Experience programs are also available, including getting a skin test or make-up done by a professional make-up artist, using a machine to learn one’s skin type or personal color, or getting product recommendations. If you want to learn how to put on make-up like the members of IVE, NewJeans, or aespa, trendsetters in the K-beauty world, then plan a visit to Beauty Play!

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Beauty Play 
Addresses 
- Hongdae Branch: 16 Jandari-ro, Mapo-gu, Seoul (서울특별시 마포구 잔다리로 16) 
- Myeongdong Branch: 73 Myeongdong-gil, Jung-gu, Seoul (서울특별시 중구 명동길 73) 
Operating hours: 10:00-19:00 (Beauty experiences 10:00-18:00) / Closed Sundays 
Inquiries: +82-507-1360-9675 
Website: beautyplay.kr 
Instagram: @beautyplay.global