According to Amorepacific’s press release on May 7, 2026, the company reopened its flagship store **AMORE YONGSAN** at its Yongsan headquarters in Seoul on April 30, 2026. The space integrates brand showrooms, a research area, on-site bespoke services under the **Amore Bespoke** banner, and an AI-supported diagnostic zone called **City Lab**, per the press release and reporting by Korea Herald. Per the press release, City Lab combines the firm’s historical skin research database with AI algorithms to assess current skin and scalp conditions and visualize potential future changes tied to lifestyle patterns. The relaunch expanded **HERA CUSTOM MATCH** foundation shades to No. 3 through No. 50 and added a “Reflection Skin Glow” option, and Mise-en-scene’s Perfect Serum Bespoke offers **45** customized hair serum combinations, according to the company release and Korea Herald. Industry context: reporting places the relaunch in a broader trend of experiential, technology-enabled personalization in K-beauty.
