WHY MISSSEOUL? | 왜 미스서울인가요?

MISSSEOUL was born from a personal love for Korean beauty and the products that become too good to be without.

Korean skincare has been part of our lives for years. On our regular trips to South Korea, beauty stores naturally became an everyday stop, exploring new launches, finding new brands and stocking up on the products we already loved and used in our own routines.

That passion eventually became MISSSEOUL. The name combines “Mi” (미), meaning beauty in Korean, with the feeling of missing Seoul and the beauty culture that keeps drawing us back.

From South Korea to Switzerland, MISSSEOUL brings together Korean skincare we personally love and believe is worth knowing about, making the journey to healthy, beautiful skin feel simple, inspiring and within reach.

MISSSEOUL TEAM