South Korea's beauty market is evolving beyond facial cosmetics, now embracing body care and wellness inspired by traditional public bathhouse practices. Brands are increasingly focused on offering spaces where customers can engage with bathing culture, transforming the act of bathing into a holistic beauty experience.
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Cennok, the lifestyle beauty brand under Sewha P&C, is set to open its flagship store, Cennok Bath House Seongsu, in Seoul's Seongsu district on October 7. This store reimagines the Korean public bathhouse with a modern twist. Its exterior features red brick and a chimney reminiscent of historical bathhouses, while the interior showcases sky-blue tiles and wood finishes.
Inside, visitors will find elements typical of traditional bathhouses, such as plastic baskets, bath stools, and towels, along with Cennok's line of body washes and lotions. The store’s layout encourages a hands-on bathing experience rather than a conventional product display, emphasizing the brand's focus on body care and wellness.
Diptyque has similarly drawn inspiration from ancient Roman and Greek bathing cultures, offering a body care collection titled