Korean traditional herbal cosmetics brand Sulwhasoo opened a new flagship store in the luxury shopping district near Dosan Park in Gangnam-gu on Wednesday, aiming to cement its position as Asia’s flagship high-end cosmetics brand.

The leading skin care brand, owned by AmorePacific, set a milestone last year by becoming the first-ever homegrown cosmetics brand to singlehandedly post more than 1 trillion won ($860 million) in annual sales.

Sulwhasoo is looking to celebrate and keep the momentum going by better communicating its brand identity with its local and global customers through the various spaces and programs offered inside the new four-story outlet.

“The new store aims to offer visitors opportunities to test out Sulwhasoo’s best-selling products and to enjoy the various limited-edition products and exclusive services available at the store,” said a Sulwhasoo official during a media preview held ahead of the store’s opening.

“We expect many locals and foreigners to visit the store and experience Sulwhasoo’s brand philosophy and values.”

The new store takes the lantern as its motif in the spirit of the brand’s core philosophy, which seeks to “brighten the world with beauty created with the wisdom of Asia.” Likewise, shiny, golden steel bars decorate the interior and exterior of the warmly lit building.

On the first floor, visitors can browse through the “Heritage Room” to learn about how Sulwhasoo evolved from its foundation in 1966 into the brand it is today. Guidebooks are available in Chinese and English.

The “Boutique” located adjacent to the exhibit space features various products that are only sold at the flagship store, including the Lantern Collection and select skin care and perfumery products.

On the second floor, visitors can try out various Sulwhasoo products and receive personalized advice on which products suit their skin needs.

Free gift wrapping is offered for any in-store purchase while more high-end, traditional Korean wrapping services are available for between 20,000 won and 45,000 won.

The third floor houses a “Culture Lounge” where diverse cultural events and programs will be held starting from June, as well as another lounge for Sulwhasoo’s VIP customers. Exclusive events will also be held for VIPs at the rooftop lounge.

Meanwhile, the fourth and lower ground floors are equipped with spa facilities that offer diverse facial, back and body spa treatment programs. The one-hour program is available from 100,000 won, with the most premium program priced at around 600,000 won.

By Sohn Ji-young (jys@heraldcorp.com)