Skincare Guru Sofie Pavitt’s Insider Guide to Seoul & Skincare Travel

Cult-favorite esthetician—known as New York's "acne whisperer"—Sofie Pavitt has become one of the most trusted voices in modern skincare, known for her results-driven approach and power-packed products. With a background in cosmetic chemistry and years of hands-on clinical experience, Pavitt has built her studio on practical, no-nonsense techniques—demystifying complex routines and focusing on skin health over trends.

Pavitt travels several times a year to Seoul—the global epicenter of K-beauty innovation—for research and product development. Below, she shares her firsthand insights on navigating the city’s vast skincare landscape—from the most effective in-clinic treatments and cutting-edge technologies to the products and neighborhoods worth seeking out. Plus, get her expert travel tips for keeping your skin happy on the road—and an inside look at her creative process.

What first brought you to Seoul for skincare research?

Sofie Pavitt: Seoul is such a special place for me. I worked in fashion as an accessories designer for 15 years before pivoting to beauty. It was during my time working for Michael Kors that I started going to Seoul for work every few months, and I fell in love with skincare during my time there. I’d be in the factory from 9:00 a.m. until 9:00 p.m., and then I would go and get my skincare treatments and shopping done after that!

I was able to visit again last June with members from my team at Sofie Pavitt Face, which was my first time going to focus exclusively on skincare. It felt totally luxurious! I try to go twice per year for work development. We even manufacture some of our products there, so it’s always a huge inspiration. We use a lot of Korean backbar professional products in our skincare studio too. My motto is simple solutions for problematic skin. I like simplicity.

Which Korean treatments are actually worth traveling for?

SP: The first day my team and I were in Seoul, my colleague’s aunt brought us to her medspa, Oracle Medical Group. We started with a consult, and my professional recommended a lightweight laser called Lucas, which is not available in the States yet. It's a Pico, like a switch-style laser, and it’s usually used for things like red and brown spots or even tattoo removal.

After that, he did 10Therma, which is heat-based skin tightening. It was spicy, but not too bad. Then we did Rejuran, which is not for the weak. Rejuran is an injectable made up of polynucleotides, DNA fragments derived from salmon, which are really plumping for your skin. I’m not going to lie to you: it was really, really intense. I stopped counting how many shots there were, but there must have been 100. He injected them into my skin with both a small needle and a cannula. (They have Rejuran in the States now, but you can only microneedle with it. It’s not approved for injections just yet.)

He ended the treatment with a little thread under each eye to lift everything up, which looked great but gave me two extremely black eyes for a full 10 days.

The whole thing took about 40 minutes and cost around $1,000 USD. If I’d gotten the same treatments in the U.S. (assuming everything would be available), it probably would have cost around $12,000. It was intense, but my skin still feels so moisturized and healthy—the happiest it’s felt in a really long time. Rejuran was definitely my favorite treatment. It makes your skin look really glassy, dewy and deeply hydrated. After I saw what Rejuran could do for my skin, I started to see the telltale signs of it on everyone in Seoul.

What should first-time visitors know before booking treatments in Korea?

SP: Do your research. Some of the treatments can be really intense, so make sure you know what to expect before going in. Most clinics won’t treat immediately on the same day as your appointment, so be prepared to have a consultation, and then go back in a few days before the treatment.

Which Korean products should travelers bring home?

SP: PDRN is in everything and is worth checking out. Brands like Medicube have very popular serums with PDRN. Rejuran is another beloved brand to check out. SPF is a category that Korean brands do really well; Beauty of Joseon and Round Lab are top picks. Spicule serums are popular (also called liquid microneedling).

How should travelers think about adjusting their skincare routines while on the road?

SP: The stress of travel can impact your skin, so prioritizing rest and recharging can be helpful. Make sure to cleanse and hydrate well after sitting in airplane air. And don’t forget your SPF! If you plan on doing treatments or going somewhere super hot, it is best to stay off the actives (like retinoids, acids and peptides) in your regimen too.

Are there any new projects you are working on that you are excited about?

SP: We recently launched our first sunscreen and gel moisturizer, and I just love both of them so much. We have some really great products coming out later this year and are revisiting some existing products in the line, so I think people will be really excited about what we have on deck. We also have a super fun social collaboration lined up with one of my favorite brands for our next product launch. It is literally a dream collab of mine, so I’m very excited for that.

How do you think the beauty and skincare industry has changed in the last few years?

SP: I think the market is super saturated, and I believe that brands have to have a point of difference to make an impact in a really crowded space.

What’s your skincare “hot take” right now?

SP: We are returning to simplicity. I think everyone is tired of having five or six actives in their routine at any one time.

What are your favorite Seoul hotels to stay at?

SP: I love the Grand Hyatt in Itaewon as well as the Park Hyatt in Gangnam.

Favorite restaurants?

SP: Gold Pig for festive Korean barbecue dinner; Parc Seoul for a cozy table and traditional Korean cuisine; Salt Bread—it's famous for a reason; and Vinyl Seongsu for a local vibe and coffee.

Favorite clinics or spas?

SP: My colleague’s aunt has a medspa called Oracle Medical Group, which my team and I visited last June. It is low-key and off-the-beaten-path—but there are plenty of other high-profile places that are frequented by tourists. So many of the traditional Korean spas have disappeared from Seoul over the years. It's not exactly a hidden gem, but Hanam Spa is amazing, relatively modern and well worth a visit (it's a little further outside of the city but worth the trip).

Favorite shops for skincare and beauty?

SP: Olive Young for sure; Tamburins for fragrance; and Amore Pacific, a concept store in Seongsu.

Favorite shops for other local goodies and gifts?

SP: I love shopping for kids' clothes in Seoul; the hip area Seongsu-dong has some really great kids' stores, as well as fast-trendy fashion stores.

Favorite museums or cultural institutions?

SP: Dongdaemun Design Plaza (DDP) hosts great shows; I saw a beautiful Dior show there last time I was in town. Leeum Museum of Art is worth a visit. Gyeongbokgung Palace is definitely worth going to see, and then you can also get Samgyetang soup at Tosokchon Samgyetang, which is well worth the visit.

Where are you traveling to—or dreaming of traveling to—next?

SP: I have a girls trip planned to the Bahamas to celebrate a friend’s birthday, and a family trip to Spain later this summer which I’m so excited for. I'm also going to Paris with some friends for a long weekend which should be fun.

What products are your travel must-haves?

SP: I always pack my micellar cleansing pads. They’re so easy to throw in my bag and help me refresh on the go. And then sunscreen, always. I’m biased, but mine is amazing and TSA-friendly. I also always have knitting supplies, hand sanitizer and a water bottle in my carry-on.

What are your in-flight skincare rituals?

SP: Sometimes I’ll give my skin a little refresh with my micellar cleansing pads, but I try not to do too much in-flight! I don’t want to touch my face more than I need to. I do tend to run pretty dry, so I focus on hydration to help counteract airplane air and just try to keep my skin clean.

Do you have a favorite travel ritual (beyond your skincare regimen)?

SP: I always like to find a good workout class before I leave for a destination so I can keep my routine going. I love a combination of hot sculpt classes and weights, so this is fun to check out in a new place.

What are your tips for finding beauty discoveries when traveling?

SP: Always visit a local pharmacy. Some of my best finds have been in dusty old shops. Ask the sales person for recommendations; I always ask what they’re using, what’s trending, and why do they like it. A visit to a French pharmacy is always fun for me; European trends are also interesting. I always stop by Boots when I’m back in the United Kingdom for a stock-up too.