K-Beauty Takes Center Stage at the 2025 MUSINSA BEAUTY FESTA Pop-Up
On June 15, the 2025 MUSINSA BEAUTY FESTA kicked off with a glamorous photocall event at MUSINSA SQUARE SEONGSU 4 in Seoul’s vibrant Seongdong-gu district. The event drew the attention of fashion and beauty lovers as it marked the grand opening of a trend-setting K-beauty pop-up experience.
The pop-up will be open until June 22 and offers two distinct zones designed to captivate all beauty aficionados. The NEXT BEAUTY ZONE features 13 innovative and aesthetically curated beauty brands that set the tone for what’s next in the Korean beauty market. From skincare to makeup essentials, visitors can explore hands-on experiences with future-forward products.
In contrast, the ONLY MUSINSA BEAUTY ZONE showcases exclusive offerings from 30 standout beauty labels, only available through MUSINSA BEAUTY. This section acts as a curated shop-in-shop for trendsetters looking to uncover limited edition items and must-haves unique to Musinsa’s expanding beauty platform.
Korean public figures and influencers added glamour to the photocall, including personalities such as Hearts to Hearts and Ian (official English names unconfirmed), who posed in front of press and fans amid a buzz of camera flashes and style statements.
The MUSINSA BEAUTY FESTA not only acts as a promotion of local beauty innovation but also strengthens South Korea’s global presence in the beauty industry. With its cool venue, visionary layout, and celebrity appeal, it highlights why South Korean beauty culture continues to be a global obsession.
Whether you’re a K-beauty rookie or a skincare pro, this interactive pop-up promises discovery, inspiration, and a true immersion into Seoul’s vibrant beauty scene.
