Seoul-ed on K-beauty

In South Korea, the dazzling charm of skincare can easily convert the uninitiated

- RITWIK SHARMA

Unlike many savvy men of my generation, personal grooming never quite occurred to me. Even Baz Luhrmann didn't sway me with his "sunscreen song" decades ago.

Yet, despite my novitiate, I couldn't pass up a chance to get a custom-made lipstick in Seoul. (Don't worry, it was for my wife who is an evangelist for sunscreen and lip balm—which are now part of my rudimentary skincare routine.)

I was at a store called Amore Seongsu, in a shopping area characterized by grunge architecture—in contrast to the glassy skyscrapers of the business districts—that has emerged as a popular haunt for youths in Seoul. Our hosts, a couple of ever-obliging staffers from the Korea Tourism Organization, sought volunteers for customized lipstick, foundation, and essence from among a bunch of largely travel and tourism professionals who were only too eager to jump at it.