[Text and Photos by E-Daily Reporter SHIN MIN JOON ] “I’ve been to several beauty-related events before, but most of them were just about following social media accounts or participating in game events. Here, the brand booths are neat and organized, and I like that I can try out the products myself and ask questions about anything I’m curious about.”

Ahn Hye-seon (29), an office worker met at the “Curly Beauty Festa 2026,” which opened on the morning of the 12th at the Art Hall of the Dongdaemun Design Plaza (DDP) in Seoul, made these remarks while carrying a shopping bag emblazoned with Curly’s signature purple, filled to the brim with cosmetic samples.

When the event began at 10 a.m. that day, the area inside and outside the venue was bustling with visitors waiting to enter. In front of the booths, people could be seen applying products to the backs of their hands, sniffing scents, and asking staff members how to use them. Some visitors were also lining up to participate in social media events or receive giveaways.

Now in its third year, the Kurly Beauty Festa is being held for four days through the 15th under the theme “Your Day, Your Beauty.” Forty-five brands curated by Kurly are participating to showcase a variety of beauty products suitable for everyday use.

While the majority of visitors were women in their 20s and 30s, a significant number of women in their 50s and 60s were also in attendance. Choi Sook-ja (60), a full-time homemaker who left early in the morning from Suwon, Gyeonggi Province, said, “I’m often invited to events as a VIP because I frequently order groceries from Kurly.” She added, “The event is more well-organized and interesting than I expected. I’ve received various cosmetic samples and even won a prize, so it was worth getting up early this morning.”

Natalia (22), a Russian college student currently staying in Korea, said, “I attended the Kurly Beauty Festa last year as well, but I was disappointed because there wasn’t enough time,” adding, “It seems like there are even more benefits this year.”

Visitors gathered in front of brand booths to participate in various events and receive giveaways. At some booths, as the lines grew longer, staff and visitors played rock-paper-scissors to determine who would receive prizes. The event venue was divided into four zones—Morning, Day, Evening, and Night—to align with the flow of the day from morning to night. The layout was designed to allow visitors to explore products suited to different times of day and discover beauty routines that fit their lifestyles.

In the Morning Zone, visitors could find cleansers and hypoallergenic, dermatological skincare products ideal for morning use. The Dr. For Hair booth also offered scalp diagnostic services. The Day Zone featured sun care and makeup products for daytime use. The Evening Zone introduced deep cleansers, hair care, and body care products to help visitors wind down at the end of the day. The Baren booth also features demonstrations of foot care routines. In the Night Zone, visitors can explore high-performance skincare products, beauty DEVICES, and face masks.

At the Kurly Pavilion set up in each zone, visitors could experience “Kurly Only” products sold exclusively on Kurly. In the Morning Kurly Pavilion, designed with a bathroom theme, visitors could smell the 1450 High-Fluoride Breeze Jasmine Toothpaste—a product developed through collaboration between Kurly and LG H&H from the planning stage onward. In the Night Kurly Pavilion, reminiscent of a vanity table, visitors could examine the texture and features of the Duera 5X Two-Step Facial Film Mask Cream.

This year’s Beauty Curly also attracted attention with a space dedicated to showcasing best-selling items.

Alongside the offline event, Kurly is also hosting an online promotion. Until the 19th, Kurly is running the November Grand Beauty Kurly Festa on the Kurly Mall, offering discounts of up to 90% on approximately 5,600 beauty products.

Kim Go-eun, Head of Curly’s Brand Marketing Group, said, “We aim to provide customers with a more intuitive and sensory beauty experience through curations tailored to four different times of the day.” She added, “We hope you’ll enjoy a special beauty journey through diverse booth events and the Curly Pavilion, where you can deeply experience Curly-exclusive products.”