CreatripTeam

Curly (an online Korean retailer) is holding the Curly Beauty Festa at Dongdaemun Design Plaza (DDP) from Sept. 30 to Oct. 2, featuring 60 carefully selected brands — including indie label Portre (creative-directed by singer Kang Min‑kyung) which had no offline stores before. The event is organized into five themed “gardens” showcasing natural, color, functional, heritage, and sensitive-care brands, and focuses on experiential booths: wrinkle consultations, scalp and skin diagnostics (including AI devices), product demos, games and giveaways. The festival aims to let visitors try products in person, boosting brand awareness and sales; Curly’s beauty arm has been growing rapidly with rising PB (private brand) efforts amid the global K‑beauty boom and surging cosmetics exports.