Seoul Introduces Customized K-Beauty Tours for International Travelers
NOL World, the travel division of Yanolja’s NOL Universe based in Seoul, unveiled its Personalized K-Beauty Curation Tour on February 23, 2026. This innovative service transforms the Korean skincare shopping experience into a curated, expert-led journey. It addresses the common dilemma of being overwhelmed by a plethora of products in stores like Olive Young, without any guidance on which ones are suitable for individual skin needs.
The tour commences with a one-hour consultation where beauty experts meticulously analyze each guest’s skin type and concerns. This is followed by a guided shopping session through Korea’s premier health-and-beauty stores.
“In the past, travelers often added beauty experiences to their itinerary after deciding to visit. Recently, however, we are seeing growing demand from visitors who specifically want to experience the home of their favorite Korean cosmetics brands or book particular beauty services as part of their trip planning,”
– Sujung Lee, Global Strategy Planning Leader of NOL Universe
This service mirrors the explosive global growth of K-Beauty. Major retailers like Boots reported a fivefold increase in K-Beauty sales, with a Korean skincare product selling every 11 seconds in 2025. The personalized tours offer various pricing formats and aim to provide tourists with a more streamlined, targeted path through Seoul’s bustling beauty retail landscape. This ensures they find products that genuinely work for their skin, rather than solely relying on online recommendations.
Source: https://skift.com/2026/02/23/seoul-based-travel-platform-launches-expert-led-k-beauty-tours/