# Kurly Beauty Festa 2026 at DDP: 45 Brands, Four Zones, One Day

## Location
- Address: 서울 동대문구 동대문디자인플라자(DDP)

Canonical: https://ktrenz.com/k-culture/k-beauty/kurly-beauty-festa-2026-at-ddp-45-brands-four-zones-one-day-551

## Article
Kurly Beauty Festa 2026 opened at Seoul's Dongdaemun Design Plaza (DDP) on November 12 and runs through November 15 — four days, 45 brands, and a layout built around a single concept: your beauty routine from the moment you wake up to the moment you fall asleep. The event is now in its third year, and the organizers have made a deliberate trade-off: fewer brands, wider booths, and a split morning/afternoon ticketing system that keeps the floor from becoming a sardine situation. Whether that trade-off works for you depends entirely on what you came for.

The floor is divided into four zones — Morning, Day, Evening, and Night — each anchored by a Kurly-branded interactive station that recommends products based on a quick question or quiz. Morning kicks off in a bathroom-set space where you pick how much time you actually have for your AM routine (five minutes, ten, or thirty) and get matched to cleansers, scalp care, and oral care accordingly. The Morning zone is also where you can smell the 1450 Gofluoride Breeze Jasmine Toothpaste, a product developed in collaboration between Kurly and LG Household & Health Care from the planning stage.

Japanese beauty tool brand Kai is back for a second year, this time leading with a makeup puff rather than its usual eyebrow razors, eyelash curlers, and nail clippers. The puff apparently sells out in Japan on every restock — and Kai is actively expanding its product range for the Korean market. Last year's event saw strong interest from male visitors, and the nail clipper line drove notable purchase conversions. Day zone highlights include Amelie's AI-powered eye-color scanner booth (styled as an airport transit zone — the concept being that you're switching from your usual black mascara to a shade that actually matches your iris color) and Fresian's Kurly-exclusive shade, the Egg-Like Cream Blush in Milky Violet.

Evening zone covers post-day cleansing and hair and body care, with brands including Sabon, La Rosee, Rene Furterer, Avene, and Baren. The interactive station here asks what you most want to wash off after a long day — impurities, makeup, sweat, or sebum — and recommends accordingly. Night zone is all high-moisture skin prep before sleep: SK-II, La Roche-Posay, Eucerin, d'Alba Signature, and Phytomer are among the participants. Dongkook Pharmaceutical's booth recommends by skin concern, and their Centellian24 Madeca Cream holds the number-one ranking in the derma essence, serum, and ampoule category.

The brand worth watching at this year's fest is Marienmei, a clean beauty skincare label making its Kurly Beauty Festa debut. They're leading with two products: the Spicule Retinol Cream and the Spicule Collagen PDRN Cream. Both are formulated with spicules — microscopic needle-shaped structures — designed to create micro-stimulation on the skin surface to help active ingredients absorb more effectively. Marienmei launched with a global-first strategy, entered Kurly roughly two years ago to test domestic consumer response, and this year expanded to Musinsa and Olive Young. The brand's own framing is that the K-beauty category is a structural advantage they intend to use seriously.

On the numbers side: brands that participated in last year's Kurly Beauty Festa saw their transaction volume increase an average of nine times compared to the same period the prior year. New participants averaged ten times growth; returning brands averaged nine times. Cetaphil and Shiseido were the standout performers, with transaction volume rising twenty-six times and twenty-five times respectively.

One practical note: participating brand count has dropped from roughly ninety at the first event in 2024, to sixty last year, to forty-five this year — about half the original lineup in two years. Visitors who came for sample hauls and brand variety will feel that. The floor is genuinely more comfortable to move through, but the trade-off is real. Tickets for this year were also reduced from roughly sixteen thousand to roughly fourteen thousand. If you're in Seoul through November 15, the DDP venue is in Dongdaemun — easy to combine with an evening in the area. And if you miss the in-person event, Kurly's online store is running the November Grand Beauty Kurly Festa through November 19, with discounts of up to ninety percent across more than five thousand six hundred beauty products, plus a daily twenty-four-hour flash deal featuring brands from the offline event including Rene Furterer and Eucerin.