MUSINSA BEAUTY FESTA Kicks off with Star Appearances and Pop-Up Highlights

The MUSINSA BEAUTY FESTA launched its highly anticipated pop-up event on June 15 at MUSINSA SQUARE Seongsu 4, located in Seoul’s trend-forward Seongdong district. Designed to bridge culture and cosmetics, the event runs until June 22 and features some of Korea’s most talked-about beauty brands.

During the opening-day photocall, various personalities including members of the branding content group Hats to Hearts made appearances, generating buzz among fashion and K-beauty enthusiasts. While details about specific individuals like ‘예온’ remain limited, the group’s involvement attracted significant public and media attention.

The pop-up is divided into experiential zones such as a curated space spotlighting 13 stylish and experimental brands and a premium area featuring exclusive collaborations from 30 brands that are only available through MUSINSA BEAUTY. The zones are designed to allow visitors to test products, discover new trends, and engage with pop culture-inspired cosmetics in immersive ways.

As K-beauty continues to make waves worldwide, events like the MUSINSA BEAUTY FESTA exemplify the growing intersection of lifestyle, aesthetics, and brand storytelling in South Korea’s beauty industry.