5 Must-Visit Spaces at Coupang’s R.lux Pop-Up: Beauty Classes, Whiskey Lounge, and More!

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Coupang’s luxury beauty and fashion vertical, Alux (R.LUX), has launched its first offline pop-up, aiming to create memorable in-person brand moments rather than offering simple product samples. The move is designed to raise the platform’s profile by letting customers experience luxury brands in real life.

On the 25th, visitors arriving on Yeonmujang-gil in Seongsu-dong, Seoul were welcomed by an elegant entrance branded “Salon de Alux.”

Introduced at the end of January, the Alux pop-up is built around hands-on experiences. Visitors can test products, tag favorites, and easily follow up with online purchases—bridging the gap between discovery and checkout.

The pop-up stretches from Basement 1 up to the 4th floor.

Highlights include a ‘Brand Gallery’ with docent-led brand tours, a ‘Beauty Atelier’ for DIY makeup trials, an ‘Alux Boutique’ that curates products by theme, and a ‘Men’s Cave’ where male-focused beauty products are showcased.

Passing through the ornate entrance, guests were met by staff in sleek black suits.

Each visitor receives a “Salon Master Key.” Tag a product on display and that selection is automatically saved so you can pull up the details later—making it effortless to move from discovery to purchase.

The first floor is organized into rotating brand zones. Estée Lauder curated the space that day, and brands rotate weekly so each visit can feel fresh—giving brands a direct way to connect with consumers.

The second floor is dedicated to beauty classes running through next month. Classes are small—12 seats each—and reservations are available through Coupang.

On the 12th, O Hyun-jeong (OhDolceVita), who placed third on ‘Just Makeup’ and works as a senior makeup artist for NARS, demoed techniques using a new foundation. On the 20th, artist Son Joo-hee shared her ‘Real Skin Base’ tips for base makeup.

On the 27th, Lee Sung-wook, a former MAC artist and the first Asian to serve as a Global Senior Artist for the brand, will teach skin rendering and texture layering. On April 3, makeup legend Park Tae-yoon (Firstman) will present a spring makeup masterclass.

The third floor brings together signature products from Alux’s roster.

Products are arranged by makeup stage—skincare, base, color, and fragrance—so visitors can browse according to their preferences and needs.

Unlike department-store setups where you move from one staffed counter to the next, this open layout lets you explore products across brands freely, lowering the pressure to try something new.

The fourth floor is a lounge offering complimentary coffee and drinks. Visitors can choose Starbucks beans for a more upscale coffee experience. A rooftop photo zone connected to the lounge adds an Instagram-ready touch to the visit.

The Basement 1 ‘Men’s Cave’ is a standout. It challenges the idea that beauty pop-ups are just for women, offering a welcoming space tailored to men.

Visitors who show ID in Basement 1 can enjoy a complimentary small pour of whiskey. A screen in the space streams sports matches via Coupang Play, pairing the viewing experience with the drinks.

On weekends, you can also book ‘Barber Care’ custom styling sessions and whiskey classes.

The core of the Alux pop-up: a beauty class experience

When a group of 12 pre-registered attendees took their seats, the class got underway.

The session focused on “Easy Daily Quick Hair Styling.”

Following the stylist’s guidance helped attendees grasp the brand’s philosophy, vision, and product benefits on a deeper level.

Aveda, known for aromatherapy oils that support meditation, included a short meditation using those products so participants could feel the brand’s lifestyle ethos firsthand.

Hands-on demos followed: attendees learned a scalp-massage technique using a comb and practiced haircare routines with Aveda’s Botanical Repair and Miraculous Oil.

The stylist also showed a quick way to create soft C-curls using just a hairdryer, rollers, and hairspray.

The class was easy to follow, offering practical beauty tips people could apply at home.

Products that caught attendees’ eyes were linked to nearby QR codes, making it simple to get more info—and buy—right away.

The pop-up accepts roughly 30 guests per hour and reservations can be made via a dedicated banner on Coupang’s website. Walk-ins are welcome when capacity allows.

This offline experiment by Alux lines up with Coupang chairman Bom Kim’s strategy to actively invest in growth businesses such as its Taiwan operations, Farfetch, and Alux itself.

On a recent conference call, Coupang said it plans to invest roughly $950 million to $1 billion (approximately 1.27 trillion KRW to 1.33 trillion KRW) this year in its Developing Offerings segment.

Alux says it will keep pushing to expand customer experience and satisfaction, adding more brands to the platform over time.

Alux currently hosts 48 luxury beauty brands, including NARS, Jo Malone London, Estée Lauder, SK-II, Sulwhasoo, Hera, and Biotherm.

An Alux representative said, “We plan to continue presenting diverse luxury content through brand collaborations.”

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