The three-day Musinsa Beauty Festa In Seongsu showcases 41 rising beauty brands, with about 80 percent being small and medium-sized companies.
The main pop-up space, called the Total Zone, is located in the Iron Building near Ttukseom Station, featuring 26 brands covering skincare, makeup and fragrances.
Despite rainy weather, the event attracted a large crowd, with early bird tickets selling out within a minute of release.
The event features exclusive launches, such as "Begins by Jung Saem Mool," a vegan skincare line by renowned makeup artist Jung Saem Mool.
"The goal of this event is to allow consumers to reinterpret even familiar brands from a new perspective," said a Musinsa representative.
This approach enables attendees to deeply observe brands while experiencing them in a fresh light.
Musinsa aims to strengthen its beauty segment and provide offline exposure for online-focused brands through this event, while also fostering growth in the local community.
The company sees this as an opportunity to showcase its next beauty direction and expand customer touchpoints for its online brands.
The festival extends beyond the main venue, with brand-specific pop-ups scattered throughout Seongsu and Seoul Forest. These include a Maison Margiela Fragrance Zone at Asnisum and a Polo Ralph Lauren Fragrance Zone at Musinsa Empty Seongsu. A Point Zone featuring 10 niche fragrance brands and a Men's Zone with five men's beauty brands are also part of the event.
Local shops and restaurants in the area are offering discounts and promotions to ticket holders, creating a neighborhood-wide beauty experience. This includes 11 beauty brand shops and 22 popular local restaurants offering up to 40 percent discounts.
