Retail tech corporations Kurly said on the 3rd that Kurly Beauty Festa 2025, held for four days from on the 30th at Seoul's Dongdaemun Design Plaza, drew about 16,000 visitors.
According to Kurly, partner companies' transaction amounts at this festa grew an average of ninefold from a year earlier.
Held under the concept of "a garden that cultivates me," the festa focused on brand curation and experiential elements.
Sixty brands, including Portrait, Sisley and SK-II, took part in the event. About 40 brands joined an offline event for the first time through Kurly Beauty Festa, gaining popularity with booth designs and events that let visitors experience technologies and ingredients.
"La Rosee" offered an MBTI service tailored to skin types using artificial intelligence (AI), and d'Alba operated a high-frequency device experience zone. "Dr. Bronner's" featured an oil-and-water golden balance game, and "Kent" introduced a toothbrush engraving service for buyers.
A beauty class for VVIPs also ran. Four brands — Cle de Peau Beaute, La Rosee, Shiseido and SkinCeuticals — held exclusive sessions to showcase their unique brand content.
In addition, Kurly sought partner growth by improving purchasing convenience through online–offline linkage. Brands participating in the festa for the first time this year saw their transaction amounts increase an average of tenfold from a year earlier, while those that participated since last year grew about ninefold. The transaction amounts of "Cetaphil" and "Shiseido" rose 26-fold and 25-fold, respectively, marking the biggest gains.