K-Beauty Goes Global: MUSINSA BEAUTY FESTA Pop-Up Store Debuts in Seoul

The 2025 MUSINSA BEAUTY FESTA pop-up store officially launched with a gleaming photocall event on June 15th at MUSINSA SQUARE SEONGSU 4 in Seongdong-gu, Seoul. Crowds gathered to witness rising figures such as HATSTOHATS and YOOHA grace the red carpet during the early evening spotlight session.

The pop-up store, open until June 22nd, offers an immersive experience into South Korea’s rapidly evolving beauty scene. Visitors will explore two signature zones curated by MUSINSA BEAUTY. The NEXT BEAUTY ZONE showcases 13 trend-savvy beauty brands, providing on-site trials that spotlight innovation and individual expression. In contrast, the EXCLUSIVE MUSINSA BEAUTY ZONE presents limited-edition items from 30 curated labels, exclusively available through the MUSINSA platform.

Blending style, experimentation, and exclusivity, the MUSINSA BEAUTY FESTA continues to position Seoul as a global force in the beauty market, especially among Gen Z and millennial consumers craving novel, Instagram-worthy beauty experiences.

With events like this, MUSINSA BEAUTY leaves no doubt: K-Beauty is not just a trend — it’s a lifestyle.