October Beauty Buzz: Your Guide to K-Beauty Expos & Pop-Up Stores
Hi, I'm Sophie!
The weather is getting noticeably cooler,
making it the perfect season
to spend time outdoors. Get ready!
Here's a roundup of beauty and cosmetics-related
exhibitions, trade shows, and pop-up store information
happening in October!
Cosmetics & Beauty Exhibitions & Trade Shows
1. 2025 Osong Cosmetics & Beauty Industry Expo
Dates: Oct 23 (Thurs) ~ Oct 25 (Sat), 2025
Location: OSCO (Osong Exhibition Convention Center, 275-5 Mansu-ri, Osong-eup, Cheongju)
Features:
A cosmetics and beauty industry exhibition that blends B2B and B2C elements.
Held since 2013, this is its 12th year.
The opening of the 'OSCO' exhibition and convention center in Osong this year is expected to lead to more stable operations.
Free admission is available after pre-registration or on-site registration.
Participants include Amorepacific, Celltrion Skincure, Unpa, Taenam Life Health (Milkbaobab), and more.
2. 2025 Beauty SUM Suwon (The 3rd Suwon Beauty Festa)
Dates: Oct 31 (Fri) ~ Nov 2 (Sun), 2025
Location: Suwon Convention Center (SCC, 140 Gwanggyojungang-ro)
Features:
An exhibition supporting the discovery and business growth of beauty and healthcare companies within Suwon.
Ahn Ji-hyun, the Suwon FC cheerleader, has been appointed as the public relations ambassador.
Admission fee of 10,000 KRW, free admission with pre-registration.
Cosmetics & Beauty Pop-Up Stores
1. Flower Knows Pop-Up Store
Dates: Oct 18 (Sat) ~ Nov 1 (Sat), 2025
Location: Nova Portal, Seongsu-dong, Seoul (116 Achasan-ro)
Features:
Flower Knows is recognized as one of China's leading beauty brands.
Highly popular among global beauty consumers as a 'princess-inspired brand'.
Brand management and distribution are handled by JOWON International, while marketing and commerce operations are managed by Chai Communication.
Focusing on the Sweetie Bear line, the pop-up creates an experiential space with a dessert shop concept.
2. Biodance Pop-Up Store
Dates: Oct 24 (Fri) ~ Nov 2 (Sun), 2025
Location: Namjeong Building, Seongsu-dong, Seoul (88 Seongsui-ro)
Features:
The space is designed with the concept of 'Glow Stay, a place to discover your own Glow'.
This is Biodance's third Glow Journey (LA, New York, Seoul + Tokyo planned).
Pre-registration through Naver Booking is already closed (!)
Walk-in entry is also possible.
3. Selvatico Pop-Up Store
Dates: ~ Oct 29 (Wed), 2025
Location: 20-1 Seongsui-ro 7ga-gil, Seoul
Features:
The space is designed with the concept of 'The Gardener's Study'.
The pop-up, which was held at Seongsu LCDC last September, was so successful that the operating period has been extended.
Exhibition of new product lineups inspired by French nature, literature, and art.
A special exhibition space introducing the brand story is also available.
4. Vital Beauty Pop-Up
Dates: Oct 14 (Tue) ~ Nov 2 (Sun), 2025
Location: Amore Seongsu, Seoul (7 Achasan-ro 11-gil)
Features:
An indoor and outdoor exhibition created with the theme of 'Super Routine! A routine to eat before applying!'
Showcases skincare products along with retinol, cica, and collagen products.
You can also find Amorepacific brand products such as Primera, Iope, Hera, Cosrx, Mamonde, and Innisfree, which are on permanent display, in one place.
5. Olive Young Heba Lounge Pop-Up
Dates: ~ Oct 26 (Sun), 2025
Location: Trend Pod by Olive Young Hongdae (37 Wausan-ro 21-gil)
Features:
In line with the 'Skinification' trend of hair and body care, a new shower care trend experience space is provided.
Four brands are participating: Labo.H, Pino, Illiyoon, and Nutserin.
Special kits are provided when completing the four-zone experience or purchasing products on-site.
6. Nauet Pop-Up Store
Dates: ~ Oct 23 (Thu), 2025
Location: Seongsu Portal, Seoul (16 Yeonmujang 7-gil)
Features:
Created with the concept of 'A day in the life of a brand persona and TO DO LIST'.
A space where you can directly experience all products of the brand's launch lineup, Bear Ssin Lip and Cheek.
*Other Events:
Milk Touch X Cafe Ooo Poo Pop-Up (~10/30, 408-7 Ttukseom-ro 3F)
Kurly Beauty Festa (10/30~11/2, DDP Art Hall B2F)
3CE Olive Young Seongsu Pop-Up (10/22~11/3, 13 Yeonmujang 7-gil)
LAKA The Hyundai Seoul Pop-Up (10/23~10/29, B2 Iconix Square)
Medicube - Shinsegae Duty Free Myeongdong Branch Pop-Up (~11/30, 10th floor Iconic Zone)
Dear Klairs - By Wishtrend Deep Dive Store (~11/30, Prince Hotel Seoul)
Nonific X Cafe Avec Cherie Pop-Up (~26/7/30, 247 Itaewon-ro 1F)
I'll be updating this list with any additional beauty and cosmetics-related event information for October that I find! ✨
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