For international tourists visiting Seoul, Myeongdong is one of the city’s must-see destinations.

In the past, Myeongdong was primarily known as a shopping destination filled with cosmetics road shops and duty-free stores. Recently, however, it has evolved into a hub for K-beauty and K-health tourism, where visitors can experience skincare, aesthetic treatments, health supplements, and pharmacy-exclusive products all in one place.

A significant number of international tourists visiting Seoul make their way to Myeongdong, and the number purchasing cosmetics and health-related products at Korean pharmacies has been rising rapidly. Pharmacies are now gaining attention as a new tourist destination where visitors can experience Korean beauty and wellness products in one place, beyond simply purchasing medicine.

So, among the countless products available, how can you choose the cosmetics that are right for you?

This time, we visited Berrynew Pharmacy in Myeongdong, which recommends suitable cosmetics to customers based on their skin analysis results.

A Purple Pharmacy in the Heart of Myeongdong

▲ The purple exterior of Berrynew Pharmacy, easy to spot on the streets of Myeongdong

Berrynew Pharmacy is about a five-minute walk from Exit 6 of Myeongdong Station. Its large purple sign and distinctive character in the heart of Myeongdong catch the eye, making the pharmacy relatively easy to find even for first-time visitors.

The multilingual sign reading ‘약국·藥·药·薬’ also shows that the store is designed with international customers in mind.

▲ The store interior, organized by category from medicines to skincare products

Inside, visitors can find a wide variety of K-beauty products, including over-the-counter medicines, health supplements, skincare products, sheet masks, sun care products, and PDRN-related products.

Rather than simply displaying products, the store is divided into sections by category and concern, allowing customers to find what they need more conveniently.

A K-Beauty and K-Health Shopping Space for International Tourists

▲ Berrynew Pharmacy’s various product categories and information sections at a glance

Inside Berrynew Pharmacy, display numbers and English signage are provided for each product category. As shown in the photo, sections such as ‘SKIN CARE,’ ‘PHARMACIST PICK,’ and ‘SCAR & WOUND CARE’ make it easy to understand each product’s purpose and features.

As expected of a Myeongdong store popular with international tourists, the store layout and signage are also intuitive.

▲ The front section featuring skincare products and recommendations for tourists

It is also impressive that products likely to interest international customers are highlighted separately under signs such as ‘TOURIST BEST,’ ‘BEST SUPPLEMENT,’ and ‘SKIN CARE,’ along with tax refund information.

A key feature of Berrynew Pharmacy is that visitors can purchase over-the-counter medicines needed during their trip while also exploring health supplements and skincare products popular in Korea.

▲ A section introducing popular PDRN and sun care products

Products related to PDRN, sun care, skin soothing, and moisturization—currently attracting attention in the K-beauty market—are displayed in an easy-to-browse format.

However, as skin concerns and cosmetic options become more diverse, customers face another question.

“I know which products are popular, but which one is right for my skin?”

Berrynew Pharmacy uses a skin analysis device to provide more specific answers to this question.

From Choosing Cosmetics by Instinct to Choosing Them After Checking Your Skin

▲ A comfortable consultation area separated from the product display space

Everyone’s skin condition is different.

Skin may appear dry on the surface while its oil and moisture levels are out of balance, and less visible concerns such as pigmentation, texture, and pore condition may also be present. This can make it difficult to choose cosmetics suited to your skin based only on popularity or sales.

Berrynew Pharmacy has created a separate skin analysis and consultation area where customers can first check their skin condition and select the products they need with reference to the results.

▲ A consultation area designed to recommend products based on skin concerns

Viewing images and analysis results together helps customers understand more easily why a product is being recommended.

For example, reviewing oil and moisture levels, pores, texture, pigmentation, and redness enables a specific consultation such as, “We recommend this product in consideration of the skin concerns identified,” rather than simply saying, “This product is good.”

This approach gives customers a clear basis for choosing products and helps the store provide a more trustworthy consultation experience.

FOCUSKIN: Introduced in a Pharmacy for the First Time

▲ FOCUSKIN installed in the skin analysis consultation area at Berrynew Pharmacy

Berrynew Pharmacy has introduced PIE Co., Ltd.’s skin analyzer, FOCUSKIN, to assess customers’ skin condition and provide cosmetic consultations based on the results.

According to PIE Co., Ltd.’s records, Berrynew Pharmacy is the first pharmacy to offer skin analysis and cosmetic recommendations using FOCUSKIN.

The device used in the store is the Aquamarine model, one of FOCUSKIN’s three colors—Royal Gold, Obsidian, and Aquamarine. Its bright, refreshing color blends naturally with Berrynew Pharmacy’s clean consultation space.

▲ The Aquamarine FOCUSKIN model used at Berrynew Pharmacy

FOCUSKIN is a skin analysis device that photographs facial skin and analyzes various skin conditions for use in consultations.

With a design suited to operation in limited spaces such as cosmetics stores, aesthetic clinics, and pharmacies, as well as a practical product configuration, it is used in a wide range of settings in Korea and abroad.

It also provides a UV-A sterilization function inside the device, taking into account store environments where multiple customers use the equipment. Because customers place their faces close to the device for imaging, this feature helps support hygienic operation.

How Skin Analysis Is Changing Cosmetic Consultations at Pharmacies

Cosmetic consultations at pharmacies are moving beyond simply explaining product ingredients or popularity.

By first checking the customer’s skin condition and then recommending products suited to their concerns, pharmacies can provide the following services:

• Review skin analysis results together with the customer on screen
• Compare the customer’s perceived skin concerns with the actual analysis results
• Recommend skincare product categories based on skin condition
• Recheck skin condition after a set period following purchase
• Provide more systematic customer care based on analysis results

For international customers with diverse languages and skin characteristics in particular, showing skin conditions through images and numerical data can make consultation details easier to understand.

Berrynew Pharmacy’s introduction of FOCUSKIN demonstrates the potential for pharmacies to evolve beyond simple retail spaces into K-beauty experience spaces, where customers can understand their skin and choose suitable products.

A New K-Beauty Experience in Myeongdong

For international tourists visiting Myeongdong, cosmetics shopping no longer means simply buying famous products.

Checking their skin condition and using the results to select the products they need has itself become a special K-beauty experience.

FOCUSKIN at Berrynew Pharmacy in the heart of Myeongdong.

It offers tourists an engaging opportunity to learn about their skin and gives the pharmacy a differentiated consultation service, presenting a new model for pharmacy-based cosmetic consultations.

If you are planning to visit Myeongdong, stop by Berrynew Pharmacy with its purple sign to experience a variety of K-beauty and K-health products along with its skin analysis service.

Berrynew Pharmacy Information

• Location: 18 Myeongdong 8-gil, Jung-gu, Seoul
• Directions: About a five-minute walk from Exit 6 of Myeongdong Station on Subway Line 4
• Main offerings: Over-the-counter medicines, health supplements, skincare, and K-beauty products
• Instagram: @berrynew_pharmacy

※ Please check Berrynew Pharmacy’s official Instagram before visiting to confirm opening hours and whether the skin analysis service is available.

Learn More About FOCUSKIN

PIE Co., Ltd. FOCUSKIN Product Information
https://www.pie.co.kr/eng/product/focuskin.php