Hyundai Department Store Sinchon hosts about 80 emerging beauty brands until 15 December
The Beauty Festa on the fifth floor of U-PLEX gathers skincare, make-up, hair and body-care brands selected with a public SME distribution agency.
Published
29 October 2026 — Hyundai Department Store's Sinchon branch is running a Beauty Festa for small and early-stage brands on the fifth floor of its U-PLEX building until 15 December 2026. TENANT news reported on 23 October that about 80 brands take part across skincare and derma care, make-up, hair and body care.
How the brands were chosen
According to TENANT news, the store's clean-beauty edit shop worked with the Korea SMEs and Startups Distribution Agency to select participants. MTN reported on 14 October that the programme features 82 early-stage beauty brands and cited an earlier pop-up at Hyundai's Pangyo branch that drew about 27,000 visitors by 8 October.
What shoppers will find
Reported services include free AI skin and scalp analysis, personal-colour consultations, a stamp tour and a lucky draw. The programme is designed to give young brands direct contact with consumers in a high-traffic store.
THE CAST shopping perspective
Department stores are becoming a testing ground for brands that are not yet on every chain-store shelf. That makes an in-person visit useful for texture and scent, while the product page remains the place to confirm size, ingredients and price. If a small brand catches your attention, record its name in the original spelling so you can find it again after the event ends.