Korean beauty products and trends have gained global recognition for their innovative techniques and high quality.
Now the city of Seoul is going a step further and aims to make the capital a beauty mecca.
City officials said they're going to help grow Seoul's beauty industry, by opening flagship stores and establishing tourist routes and packages for lovers of cosmetics.
It recently held a conference on rebranding the city as a beauty hub, where it collected ideas from influencers and experts.
The conference was shown on the Seoul YouTube channel earlier today.