Dr.Althea's First Olive Young Pop-Up Is in Seongsu — and Jang Wonyoung Showed Up

The 345 Relief Cream has crossed 40 million units sold. Now the brand's first-ever Olive Young pop-up is running in Seongsu, and it's worth knowing about before you land.

The pop-up is called 345 Secret Project, and it's set up inside Olive Young Beauty Mansion Seongsu. The concept is "Dr. Elsia's 345 Research Lab": you walk in as a researcher, not a shopper, which sounds gimmicky but actually makes the product exploration feel more intentional. The whole space is built around the 345 Relief Line — the brand's core skin-barrier-and-calming range.

On the product side, the 345 Relief Cream is the anchor (the one with 40 million units sold, the 2025 Olive Young Awards Global Trend Rising recognition, and a Marie Claire UK Skin Awards win). Alongside it, you can try and buy the 345 Relief Cream Mist — which is specifically the product Jang Wonyoung picked as her personal choice — and the new 345 Relief Daily Gel Cleanser, which is making its debut here.

Jang Wonyoung, who is Dr.Althea's brand muse, visited the pop-up on November 10. She went through the space, joined the on-site events, and spent time at the photo zone.

For visitors, there are a few things to know about the experience beyond just browsing. There's a mission-style event where you hunt for new products hidden around the space, a lucky draw for customers who make a purchase, and gift-with-purchase tiers based on spend amount. It's the kind of setup that rewards actually engaging with the space rather than just walking through.

The pop-up runs November 1 through November 28, open daily from 11AM to 7PM. If you're in Seoul before the end of the month, Seongsu is already a natural stop — and this gives you a concrete reason to anchor part of your afternoon there. The 345 Relief Cream Mist and the new gel cleanser are both available to try in person, which matters if you've been curious about the line but haven't committed.

The brand's philosophy — "Only Essentials. Gently Effective." — is baked into how the space is designed: stripped back, focused on what the formulas actually do rather than layering on extra noise. Whether or not that resonates with you, it does mean the pop-up isn't trying to overwhelm you with a hundred SKUs. The 345 Relief Line is what's here, and that's the point.

No but the Jang Wonyoung x 345 Relief Cream Mist detail is genuinely useful — when a brand muse names a specific product as her pick, that's worth keeping in mind if the mist is on your list.