SEOUL, Nov. 13 (Yonhap) -- The Art Hall at Dongdaemun Design Plaza (DDP) in Seoul was packed with women on Friday morning, many eager to try services ranging from scalp analysis and fragrance testing to makeup product recommendations tailored to their eye color.
They were consumers who had purchased admission tickets to try out various cosmetics and beauty products.
Online grocery platform Kurly is hosting the "Kurly Beauty Festa 2026" at the DDP Art Hall from Nov. 12-15, showcasing products from 45 beauty brands.
The offline event is designed exclusively for product experiences rather than purchases, while promotional discounts are being offered simultaneously through Kurly's online shopping mall. Now in its third year, the event features both new and returning brands.
Well-known brands such as Ameli, Sabon and Shiseido Professional are participating for the first time, while SK-II and Eucerin have returned for the second consecutive year.
The venue is divided into four themed zones representing different times of the day: morning, daytime, evening and night.
The zones feature skincare products, color makeup experiences, cleansing and skincare items, as well as beauty devices and facial masks designed to help consumers prepare for the following day.
Each brand has introduced interactive activities, including scalp analysis services, punching games, lottery-style draws and quizzes, to make product experiences more engaging.
Rather than simply handing out cosmetic samples to customers waiting in line, the brands have sought to make the experience more meaningful by recommending products suited to individual skin types.
At the booth of color makeup brand Ameli, visitors could use their smartphones to have their eye color analyzed and receive recommendations for suitable eyeshadows and mascaras. The booth also offered eyeshadow samples and lucky draw events.
Although it was a weekday morning, the venue was crowded with visitors, who were drawn by the opportunity to experience a wide range of beauty products along a single route.
"I came here after my mother and older sister visited yesterday and recommended some must-see booths, which I have marked down on my list," said Lee Na-young, 39. "It's also fun because I can play games and win free gifts."
Most visitors were women in their 20s and 30s.
Each booth offered various cosmetic samples through games and quiz events. Visitors who won games and took home products of their choice, including Dr. Forhair scalp-care shampoo, frequently clapped their hands and cheered with excitement.
Admission tickets to the Kurly Beauty Festa are priced at 50,000 won (US$34), while Kurly membership holders can purchase them for 25,000 won. Nonmembers who purchased tickets during the early-bird period can also enter for 30,000 won.
However, some visitors expressed disappointment over the admission fee.
Kim, 35, who attended the event for the first time this year using the membership discount, said she had come because she heard she could try products that she had previously ordered only online.
"I haven't visited all the booths yet, but not many of them are giving away full-size products, so I think those who paid the regular admission price might feel disappointed," she said.
Kurly explained that the beauty festa is an exhibition where visitors can experience products rather than simply receive free samples. It added that many attendees are either membership holders or customers who purchased tickets during the early-bird period.
"This year, we arranged the booths to allow visitors to enjoy the event in a more relaxed and enriching way," a Kurly official said. "It is an opportunity to discover beauty products suited to everyday routines, from morning until night."
jwc@yna.co.kr
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