K-beauty returns

The annual event brings together K-beauty brands and practitioners for a multi-day program of demonstrations, styling sessions and wellness experiences.

Visitors watch a makeup demonstration at the 2026 Korea Beauty Festival, held in Jung District, central Seoul, on June 25.

Visitors watch a makeup demonstration at the 2026 Korea Beauty Festival, held in Jung District, central Seoul, on June 25. Running under the theme "All About Beauty," the event features a range of K-beauty-related hands-on programs spanning makeup, hair, fashion and medical aesthetics.