[Report] Beauty Crowd Flocks to Seongsu-dong... Inside Coupang's 'Mega Beauty Show'

Coupang Hosts 'Mega Beauty Show' in Seongsu on April 18
More Benefits for WOW Members... Introduction of 'Family Day'
Receive a Beauty Box Worth 360,000 Won with Purchases Over 20,000 Won

On the morning of April 18, at XYZ Seoul, a multi-purpose cultural space in Seongsu-dong, Seoul. In front of the sky-blue sign reading 'MEGA BEAUTY SHOW,' a line had formed that included not only foreign customers but also men in their 20s to 40s. This was due to Coupang hosting the 'Mega Beauty Show Virtual Store' for three days starting that day. Carrying the beige bag received at the entrance, visitors entered the store to find a long stretch of brand booths waiting for them.

This event was a beauty experience event exclusively for Coupang WOW membership members, held as an offline pop-up in a multi-purpose cultural space of about 2,000 square meters (620 pyeong). This is the fifth time Coupang has hosted the event. This year, the indoor experience area alone covered 892 square meters (about 270 pyeong), more than double the size of last year. The number of participating brands also increased from the previous 9 to 15 brands to 17 brands. The venue was divided into three main areas: the Brand Hall, Coupang Hall, and Rooftop Lounge, as well as eight themed zones, including the 'Mega Beauty Show & Hot Brand Experience Zone,' 'Custom Lipstick Experience Zone,' and 'Catering Party Zone.'

A visitor is participating in the 'Fill with Ceramide 5000ppb!' event at the TonyMoly brand booth. (Photo by JaeHyun Park)

Visitors participated in various experience events while carrying the bags they received at the venue. The area that drew the most attention from visitors that day was the 'Brand Hall.' Comprising a total of 16 brand booths, including Dr.G, Espoir, and AHC, each booth hosted its own range of events. At the 'Ariul' booth, for example, visitors could participate in a gacha machine game by following the brand's official Instagram account and uploading a photo of the booth to their Instagram feed. When one customer drew a slip marked 'First Prize' and received a full-sized product, the entire booth erupted in applause and congratulations. At the 'Giverny' booth, customers played a whack-a-mole game, with those scoring above a certain threshold receiving either full-sized products or samples. Visitors were seen busily filling their bags with gifts received from each booth.

The 'Beauty Box' also attracted significant interest. The Beauty Box, valued at approximately 360,000 won, is given to WOW members who purchase more than 20,000 won worth of beauty products at the event. Containing products from over 20 popular brands, including Mediheal Carrot Moisture Calming Pads and CNP Blackhead Perfect Clear Kit, the Beauty Box has been a consistent favorite every year. In fact, on this day, a long line of customers waiting to collect their Beauty Boxes formed at the 'Beauty Box Pickup Zone' in the store.

Visitors are waiting to receive beauty boxes at the 'Beauty Box Pickup Zone.' (Photo by JaeHyun Park)

The 'Custom Lipstick Experience Zone,' where visitors could create their own lipstick, was also popular. Entering the 'Rooftop Lounge' on the second floor, staff in white coats were seen crafting lipsticks using various ingredients. By referring to the color chart provided in the experience zone?featuring shades of pink, burgundy, cocoa, and more?visitors could mix the colors drop by drop and add various decorations to complete their own lipstick. In addition, there was an event in the WOW members-only lounge where visitors could receive makeup services.

This is a 'Custom Lipstick Experience Zone' where you can create your own lipstick. You can make lipstick by referring to the color chart. (Photo by JaeHyun Park)

Coupang expects about 3,000 people to visit the event over the three days. On the opening day, the event operated as a 'Family Day,' allowing entry only to 500 customers (excluding one accompanying guest per person) who were selected by lottery from those who had purchased Coupang beauty products within the past year. General admission for the public was scheduled for April 19 and 20, and all reservations sold out within just one hour of opening, reflecting the high level of interest.

Recently, Seongsu has emerged as a 'K-beauty battleground.' Earlier this month, CJ OnStyle held the 'Come On Style Showcase Pop-up' at the same venue from April 4 to 8, and Zigzag hosted a Beauty Festa from April 11 to 13. Next month, CJ Olive Young and Musinsa are also planning to hold large-scale events.

The reason so many distribution companies are entering the beauty market is that the cosmetics market, led by 'K-beauty,' is experiencing growth. According to global market research firm Euromonitor, the Korean beauty market reached 17.3412 trillion won in 2023, representing a 12% increase compared to 2018. Cosmetics exports also hit an all-time high. Last year, Korean cosmetics exports totaled $10.2 billion (about 15 trillion won), a 20.6% increase from the previous year, marking the highest export performance in the history of Korean cosmetics. In the first quarter of this year, Korean cosmetics exports reached $2.6 billion (3.7 trillion won), setting a new quarterly record. An industry insider commented, "Cosmetics have high profit margins and a high average transaction value, making them a stable source of revenue. Cosmetics are attractive for distributors because of their high margins, high average transaction value, and low inventory risk," adding, "Even during economic downturns, cosmetics consumption is less affected, and due to their low seasonality, the market is considered attractive from a corporate perspective."