Seoul Beauty Week will be held from October 1 to October 3 at the Dongdaemun Design Plaza (DDP).

Now in its third year, Seoul Beauty Week has become one of the city’s key beauty exhibitions, aimed at enhancing the competitiveness of the K-beauty industry, which is gaining global attention thanks to the popularity of Hallyu (the Korean Wave).

This year’s event will focus on expanding business support for small and medium-sized beauty brands. To this end, the number of foreign buyers participating in export consultations has been increased compared to last year, and new programs such as overseas expansion seminars, investment consultations, and live commerce have been introduced.

In addition to business-related programs, Seoul Beauty Week will also offer various interactive experiences for citizens and tourists, allowing them to immerse themselves in K-beauty and Seoul’s unique lifestyle. Pop-up stores will be set up throughout the city, offering K-beauty makeup demonstrations, Seoul ramen tastings, and more.

Business Exhibitions and Support

Seoul Beauty Week will take place at DDP’s Art Hall 1 and 2, the conference hall, and the outdoor plaza. It will also extend to beauty hotspots in the city such as Myeong-dong, Hongdae, and Gangnam, where exhibitions, support programs for businesses, and citizen participation events will be held.

At Art Hall 1, under the theme of “New Beauty,” visitors can explore the latest K-beauty trends showcased by leading companies like Amorepacific, Kolmar Korea, and Aekyung Industry, along with 62 emerging small and medium-sized businesses. Art Hall 2 will focus on the future of beauty with the “Next Beauty” theme, where 15 companies including LG Household & Health Care and Dr. For Hair will present their innovative products.

The Global Beauty Zone in Art Hall 2 will introduce beauty trends from countries like the U.S., Germany, Japan, Thailand, and Indonesia, allowing visitors to discover a diverse range of global beauty brands.

In the conference hall, the Beauty Trade Show will feature 200 companies—50 more than last year—meeting with 200 buyers from 36 countries, including major global distributors like Watsons and ARATA from Japan. Overseas expansion seminars will be hosted by organizations such as Amazon Korea, Shopee Korea, and the Korea Trade-Investment Promotion Agency (KITA) to support businesses looking to enter foreign markets.

For the first time, a Live Commerce Studio will be set up in Art Hall 2, where influential beauty creators will collaborate with Seoul Beauty Week participants to promote and sell products online. Companies will also have free access to the studio to conduct their own live commerce sessions.

Other notable programs include the Business Meetup Pitching Contest to discover promising startups, the Beauty Awards highlighting outstanding products chosen by consumers, and the Trend Summit 2024, an online seminar introducing Seoul Beauty Week participants to more than 100 countries worldwide.

Citizen Participation Programs

Seoul Beauty Week will feature several interactive programs for citizens, allowing them to experience K-beauty and Seoul’s lifestyle firsthand. At the outdoor plaza in DDP, visitors can watch makeup shows featuring K-beauty stars and try out hair, makeup, and fashion styles themselves. The Seoul Life pop-up booth will showcase popular Seoul goods and offer experiences like tasting Seoul ramen.

Throughout the city, pop-up stores will open in Myeong-dong, Hongdae, and Gangnam, offering makeup demonstrations and skincare experiences. In Myeong-dong and Hongdae, 12 beauty companies will host seminars on personal color makeup and fall skincare from September 28 to October 3, while in Gangnam, six companies will participate in the Gangnam Kemi Street Festival from October 2 to 3, showcasing their products in pop-up stores near Gangnam Station.

On the main stage of Art Hall 1, the Beauty Creator Summit 2024 will be held on October 1, featuring 200 beauty creators discussing the role of influencers in the global K-beauty industry. A Talk Concert will follow on October 3, with beauty experts and influencers sharing anti-aging skincare tips and beauty trends.

Seoul Beauty Week as a Global Exhibition

Participation in Seoul Beauty Week is free, but pre-registration through the official website or on-site registration is required for entry. The event aims to further elevate Seoul’s status as a global beauty hub by showcasing the best of K-beauty alongside the city’s unique lifestyle.

USAG Yongsan