The neighborhood’s streets are lined with high-rises filled with full-service, multilevel plastic surgery and dermatology clinics, many complete with in-house pharmacies, stem cell laboratories, and hotel rooms for out-of-towners. Hundreds of people cycle in and out daily for touch-ups and treatments, with the nonchalance of stopping by a salon for a blowout.

Inside these buildings, the future of injectables is being determined by a discerning audience of South Koreans who prize flawless skin, small faces, and round, youthful features.