From Eyelash Perms to Personal Colors... K-Beauty Pop-Up Revamped for Foreign Tourists

Korea Tourism Organization launches second 'KBF Beauty House' pop-up at Hiker Ground
Nine new brands join, expanding experiences in makeup, hair, and inner beauty

The Korea Tourism Organization is relaunching and operating its K-beauty experience pop-up in connection with the '2026 Korea Beauty Festival'.

The second pop-up site of 'KBF Beauty House' operating on the 4th floor of Seoul Hiker Ground. Korea Tourism Organization

The organization announced on July 2 that it will be operating the second pop-up of 'KBF Beauty House' on the 4th floor of Seoul Hiker Ground until July 19. This second pop-up event expands the participating brands following the first pop-up held from June 25 to 28, providing foreign tourists with a new K-beauty experience. The pop-up will be closed on July 6 and July 13 for regular holidays.

Nine new companies have joined the second pop-up. Participating brands include Skin Is Good, a skincare brand offering skin analysis; Chat Beauty, Gaggum, Nemo Lash, and Aesmin, all customized eyelash perm and extension brands; Helen Beauty, a styling wig brand; Siwhan Global, a skin base makeup brand; Meview, an auriculotherapy brand; Diva Skin, a whitening brand; Image Color House, a personal color brand; Mootcat, a DIY sock-making experience brand; and Bellustone, a gua sha massage brand.

Brands that received positive feedback at the first pop-up will continue to participate as well. Dr. Han Ji-hyun K-Beauty Care Center, Viol and Heum Makeup, Eclat Harmo, I Drink Milano, and Yael Beauty are among the ongoing participants. The Korea Beauty Culture Tourism Research Institute and Joeunnal Noonbusige will be offering a traditional Korean royal styling experience.

A special exhibition of K-beauty tourism products will also continue through global travel platforms. Foreign tourists can purchase beauty tourism products at discounted prices and with product upgrades from nine online travel agencies—MAPOENGWO, WAUG, KONEST, Creatrip, KLOOK, Traveloka, Trip.com, Hanyumang, and KKday—until September 30.

Han Yeook, Director of International Tourism Content at the Korea Tourism Organization, said, "Foreign tourists visiting the site are experiencing the diverse charms of K-beauty, from makeup and hair to fashion and inner beauty, and are becoming loyal customers. We will continue our efforts to develop products and expand purchasing channels so that more foreign visitors can conveniently purchase customized beauty tourism products and be encouraged to return."

This content was produced with the assistance of AI translation services.