Beyond the Beauty
A space that highlights the appeal of Seoul’s leading beauty industry brands.
ABOUT B THE B
B the B Story
Be the Beautiful
Discover your true beauty from a new perspective.
B the B, meaning “Be the Beautiful,” expresses a space where visitors can discover
new perspectives on beauty and the beauty within themselves.
The repeated use of the two “B” letters creates visual balance
while conveying a modern and sophisticated sense of place.
Be the Beautiful
A space where visitors can discover beauty in every moment they spend here.
Biophilia for Beauty
An oasis in the city for busy modern people, adding beauty to everyday life.
Beutiful your heart
MAKE-UP
MAKE-UP
YOUR MIND
A day to dress your mind:
a beauty place that awakens the senses.
a beauty place that awakens the senses.
B the B carries the meanings of
“Make up your mind” and
“beautify your mind.”
Analyze yourself, experience and
purchase beauty products suited to you,
and create a beautiful day at B the B.
Opened on September 30, 2022 B the B, Seoul’s representative beauty complex cultural space.
Coming Soon
Spreading the Inner
Spreading the Inner
Light Worldwide
Beauty expands beyond boundaries.
Now, B the B can be found around the world.
Now, B the B can be found around the world.
Starting in Seoul,
B the B shares beauty wherever you are.
2025. 09
New York Pop-up Store, USA
Introducing the appeal of K-beauty in a global hub.
2025. 11
New Jersey Flagship Store, USA
Opening a flagship base for the North American market.
2025. 12
Hanoi Flagship Store, Vietnam
Opening a flagship base in a key Southeast Asian market.
Seoul Business Agency
Seoul Business Agency (SBA)
" SBA thinks of Seoul and your future. "
The Seoul Business Agency efficiently promotes policies for Seoul’s economic development
and continuously supports and fosters small and medium-sized enterprises in a comprehensive and systematic way.
