CreatripTeam

Coupang’s 'Curly Beauty Festa 2025' at DDP (Dongdaemun Design Plaza) in Seoul scaled down the number of booths but deepened visitor engagement with a curated, five-theme layout called 'The Garden of Me.' Sixty brands—40 of them debuting offline—offered hands-on trials, on-site purchases, themed zones (Serenity, Radiance, Vitality, Heritage, Sensis) and interactive demos including AI scalp/skin diagnostics. Organizers prioritized spacious flow, shorter queues and experiential displays (e.g., environmental skin-change sponges, a Provence-style vegan booth) to let consumers test and buy products immediately. The event highlighted indie and online-first brands like Portré, boosted in-person discovery, and helped participating sellers drive online sales through gifts and promotions. Coupang said beauty now accounts for a growing share of its business, reporting significant sales gains and planning private-brand launches next year.