307 companies applied; 48 selected after MD review — product trials and sales run Friday through Wednesday, with top performers offered a chance at permanent placement
Forty-eight domestic beauty startups will meet consumers at Hyundai Department Store's Pangyo branch starting Friday.
The Korea SME and Startups Distribution Agency announced Thursday that it will run a pop-up store called "Beauty Festa" at Hyundai Department Store Pangyo from Friday through Wednesday, featuring 48 beauty startups.
The agency and Hyundai Department Store organized the event to give beauty startups a direct channel to engage with consumers and promote and sell their products. The pop-up will be held on the first below-ground floor of the Pangyo branch and will include companies in skin care, makeup, and hair and body care.
A total of 307 companies applied to participate. The agency selected the final 48 through a written evaluation, an expert panel review, and an in-person product assessment in which Hyundai Department Store merchandise planners took part directly. The competition ratio was approximately 6.4 to 1.
Securing offline retail channels — where consumers can try products in person and provide immediate feedback — is considered a particularly important challenge for early-stage beauty companies. The selected firms will be able to gauge consumer reactions firsthand through the department store pop-up, in addition to making direct sales.
The event is designed as an interactive experience rather than a simple product display and sales floor. Visitors can test products themselves, and the program includes participation-based activities such as a stopwatch mission and a "Festa Four-Cut" photo booth.
"We expect strong results from introducing fresh and high-quality products from beauty startups through a major retail channel that draws large numbers of consumers," said Lee Tae-sik, head of the agency. "For the remainder of this year, we will continue to serve as a bridge connecting small and medium-sized enterprises with consumers through various offline events."
boo@heraldcorp.com
