Kurly Beauty Festa 2026: 45 Brands Organized by Time of Day

Kurly Beauty Festa 2026 opened at DDP Art Hall in Dongdaemun on November 12, and the floor plan alone tells you something has shifted. Instead of grouping brands by aesthetic or prestige tier, the organizers split the space into four zones mapped to a daily routine — morning cleansers and derma skincare, daytime sun care and makeup, evening hair and body, and a night zone anchored by high-function skincare and beauty devices. It's a small conceptual move that quietly repositions beauty as maintenance rather than occasion.

This is the third year of the event, and 45 brands are on the floor — 44 beauty brands plus one coffee brand. Twenty-six of those are first-time participants. The headline expansion this year is category breadth: Dentiste, Aveeno, Physiogel, and Illiyoon joined the lineup, pulling the event away from its color-and-base-skincare center of gravity into oral care, hair, and body. Last year the event used five themed garden zones (Serenity, Radiance, Vitality, Heritage, Sensis) to sort brands by product character. The daily-routine structure this year is a cleaner logic for a general audience.

The visitor mix has also widened. Beyond the core 20s–30s female demographic, the floor had male visitors, older attendees, and family groups. Chinese and Kazakhstani visitors were spotted, and at least one Chinese visitor mentioned learning about the event through Xiaohongshu. The category expansion into oral, hair, and body appears to be the pull factor for audiences who wouldn't have come for a makeup-focused show.

Kurly deliberately capped attendance this year. The projected visitor count is around 14,000 — down from roughly 16,000 last year — specifically to give each visitor more time at individual booths. Tickets sold out with no cancellations. The full-price ticket was 50,000 won; Kurly Members paid 25,000 won, and early-bird buyers could get in at 30,000 won.

The on-site-to-online purchase loop is central to how Kurly runs this event. Products tried at the venue can be ordered online the same day for next-day delivery, so visitors don't carry shopping bags around the hall. That pipeline extends into a broader online sale — "November Grand Beauty Kurly Festa" — running through November 19, with discounts of up to 90% across more than 5,600 beauty products.

Two dedicated spaces inside the venue show Kurly's curation angle. The Kurly Pavilion (one per zone, four total) displays Kurly private-label products and exclusive-distribution items. A separate "Beauty Kurly Icon" space presents 48 best products of the year, selected by Kurly's internal product committee based on committee scores and sales volume. The committee process is notably hands-on: category MDs evaluate products against more than 70 criteria including safety and brand value, and each week the CEO and head of merchandising use the products directly before a sell decision is made.

Two brands illustrate what the Kurly channel can do for a label. La Rosée, a French skincare brand participating for the third consecutive year since 2024, cited alignment between Kurly's customer base and its own as the core benefit — it launched advertising after joining Kurly and reported sales growth. Freshian, LG Household & Health Care's vegan makeup brand, also in its third consecutive year, soft-launched a new shade exclusively on Kurly at Kurly's suggestion; that cream blusher is now the top-selling blusher on the platform.

Beauty Kurly, which launched in November 2022, crossed 500 billion won in gross merchandise value last year and grew its Q3 2026 GMV by 25% year-on-year. It now accounts for roughly 10% of Kurly's total revenue. According to Kurly, about 80% of its users purchase beauty products alongside grocery orders — the grocery trust is converting into beauty spend, and the Festa is the most concentrated expression of that strategy.

The event runs through November 15 at DDP Art Hall. If you're in Seoul this weekend and want to test a wide range of skincare and body products in a single afternoon — with same-day online ordering and next-day delivery — this is a genuinely efficient way to do it. The night zone with beauty devices is worth saving time for specifically.