Seoul Business Agency said on the 23rd it is recruiting corporations to participate in the "2026 B the B beauty tech and device testbed support program" at the beauty complex cultural space "B the B" inside Dongdaemun Design Plaza (DDP).
The program supports corporations in directly testing products and technologies with consumers and securing data. Through this, Seoul Business Agency plans to drive an expansion of consumer touchpoints and strengthen technological competitiveness for small and medium-sized beauty tech and device corporations based in Seoul.
In particular, Seoul Business Agency provides customized validation support tailored to each corporation type. Beauty tech corporations receive support for data collection to verify technological accuracy and advance algorithms, while device corporations can secure consumer feedback to verify ease of use and perceived effectiveness.
"B the B" is an experiential beauty space that has drawn about 2.2 million cumulative visitors since opening in Sept. 2022, with an average of about 2,000 visitors per day. The space offers a testbed environment where products and technologies can be showcased directly to domestic and international consumers. The approximately 261-pyeong "B the B Uptown" zone is optimized for experiential exhibitions and can implement a variety of beauty tech and device content.
Participating corporations can conduct tests based on real consumer environments in the space and use user experience data to push product improvements and service advancement.
The recruitment targets are small and medium-sized beauty tech and beauty device corporations based in Seoul. Any corporation capable of experiential exhibitions linked to the beauty field may apply. About 15 corporations will be selected, and applications are accepted online via the Seoul Business Agency website through March 31.
Selected corporations will exhibit products and operate testbeds at "B the B Uptown" for about four months from May to August. Seoul Business Agency plans to select around 30 corporations in total, 15 each in the first and second halves, and will conduct a separate second round of recruitment in the second half.
Kim Seong-min, head of the Beauty Industry Division at Seoul Business Agency, said, "B the B is a testbed platform where products and technologies can be verified in real consumer environments," adding, "We look forward to strong participation from beauty tech and device corporations that need data-driven product improvement and market validation."