MUSINSA Beauty Festa Highlights Emerging K-Beauty Brands

"We are giving away 100% gifts! Look for the panthenol serum card!"

On August 20, the MUSINSA Beauty Festa in Seongsu, located in the Seongdong District of Seoul, buzzed with energy as industry professionals and influencers flocked to various brand booths. Long lines, exceeding 10 meters, formed at each booth as attendees engaged in random draws and product experiences. Many participants used their smartphones to search for newly discovered brands and products while waiting in line.

MUSINSA held a media day on this day, a day before the main event of the 'MUSINSA Beauty Festa in Seongsu,' which will take place from August 21 to 23 in the Seongsu area.

The main venue, 'MUBUPE Hall,' is just a three-minute walk from Seongsu Station and spans two floors, featuring a variety of brands from skincare to color cosmetics and beauty devices. This year, over 60 brands are participating, an increase from the 40 brands that took part last year.
 

Each brand set up independent booths focused on product experiences. Visitors could use products directly or complete missions to receive prizes, emphasizing an experiential approach rather than a simple exhibition.

A long line also formed at 'The Secret Lab,' located at the entrance of MUBUPE Hall. This space was created in collaboration with COSMAX, a cosmetics manufacturing and development company, to support emerging beauty brands.

A MUSINSA representative stated, "The Secret Lab introduces 20 emerging brands and showcases new products. We selected brands with annual sales below 12 billion won, and COSMAX provides production, planning, and R&D support, while MUSINSA assists with online and offline market development." Representatives from COSMAX were also present to offer support.

The event's scale has expanded to encompass the entire Seongsu area. The main venue, MUBUPE Hall, is connected to 'Next Beauty Hall,' located just a minute's walk away, as well as the MUSINSA offline store, 'MUSINSA Megastore Seongsu,' creating a 'K-Beauty Roadmap' linking key locations in Seongsu.

MUSINSA appears poised to accelerate its efforts in nurturing emerging brands this year. Over 80% of the participating brands are indie brands, with four out of ten having been established for less than five years. This strategy reflects MUSINSA's intention to apply its successful approach of discovering and growing emerging brands in the fashion industry to the beauty market.

A MUSINSA representative remarked, "We aim to strengthen our role as a platform for discovering the 'Next K-Beauty' by introducing emerging brands that have limited offline customer touchpoints."