YSL Beauty LOVESTORE brings a pink supermarket to Seongsu

In May 2026, another brand pop-up arrives on Yeonmujang-gil in Seongsu. YSL Beauty is operating LOVESTORE, a supermarket-inspired pop-up, at 57 Yeonmujang-gil from Saturday, May 9 through Sunday, May 24.

The space borrows a more familiar everyday scene than the typical beauty boutique. Visitors move through the store with a cart, browsing YSL Beauty's signature makeup items and selecting lipsticks and glosses in a format that feels close to grocery shopping.

A place to shop for lipstick by cart

LOVESTORE reads as the next chapter after Loveshine Factory, the pop-up YSL Beauty introduced at the same location last year. At the time, NewJeans' Danielle, a brand ambassador, visited the opening and brought significant online attention to the space.

The Seongsu pop-up sits within the broader global LOVESTORE rollout that has moved through Paris and New York Soho's Candy Shoppe. It uses the familiar format of a supermarket, while the displays and trial flow are arranged around YSL Beauty's pink, silver, and glitter-led mood.

Centered on the Loveshine collection

At the center of the pop-up is YSL Beauty's 2026 lineup, especially the Loveshine collection. A trial zone for the new shades of Loveshine Lipstick and Loveshine Plumping Lip Gloss forms the main route, with fine shimmer and sheer color designed for easy comparison.

Spring 2026 shades such as 10 Stardust Love, a pink base with silver glitter, and 12 Honeymoon, a honey-apricot tone, can be tested side by side. New shades from Make Me Blush Powder and the Candy Glaze line are also available to explore in the same space.

Engraving and pop-up exclusives

One of the most discussed elements of the overseas LOVESTORE events has been the custom engraving service. Names or initials can be added to lipstick cases, making the service especially useful when selecting a gift.

The Seongsu pop-up is also expected to offer engraving and pop-up-exclusive sets. Operating hours, quantities, and waiting procedures may vary by day, so checking the brand's official channels before visiting is recommended.

Why a supermarket?

A shared question for recent high-end beauty pop-ups is how to keep a luxury image while lowering the barrier to hands-on experience. Dior's cafe, Chanel's factory, and YSL Beauty's supermarket all use familiar everyday settings to translate a brand world into a more approachable form.

The act of placing lipsticks into a cart changes the way products are encountered. Rather than simply looking at items from in front of a display, visitors choose, compare, and collect them through a more active route. The candy-core mood of the Loveshine collection also aligns naturally with the visual rhythm of supermarket shelving.

Visit information

YSL Beauty LOVESTORE

• Address: 57 Yeonmujang-gil, Seongdong-gu, Seoul
• Access: About a 4-minute walk from Seongsu Station Exit 3
• Dates: Saturday, May 9 to Sunday, May 24, 2026
• Admission: Free

Before visiting

Longer waits are likely during the opening weekend. For those who prefer to test products at a more measured pace, a weekday afternoon visit will be the more practical option.

The engraving service may operate on a first-come basis or by time slot. If engraving is the priority, arriving soon after opening is recommended. Yeonmujang-gil is also home to many brand pop-ups, so using LOVESTORE as the starting point and visiting nearby spaces afterward makes for an efficient Seongsu route.