K-beauty, a Korean beauty trend, has gained global popularity for its focus on long-term skincare. The idea is simple: a clean, healthy canvas (your skin) makes makeup application easier and more effective.
The beauty trend’s focus on natural, dewy skin is a welcome change from the heavier makeup often seen in other cultures. The popularity of K-pop and K-dramas has also fueled interest in K-beauty, with many fans trying to achieve the same looks as their favorite Korean stars and celebrities.
But sometimes, finding the perfect K-beauty product can be a challenge, especially when dealing with long wait times for “pasabuys” (purchases made on behalf of others) or expensive shipping fees.
To address this, SM Beauty made access to K-beauty products easier with the SM Beauty Akademy pop-up in SM Megamall. The goal was to have a one-stop shop to bring together a wide range of Korean and Asian beauty brands.
Stepping into SM Beauty Akademy was like entering a K-beauty paradise. Every corner was filled with visually appealing displays, photo opportunities, and countless beauty products. Whether you’re a skincare enthusiast or a makeup lover, there’s something for everyone. The event was even more exciting thanks to the energy and enthusiasm of Sam Oh, and the valuable insights from celebrity makeup artist Denise Ochoa.
SM Beauty didn’t just bring a few K-beauty brands; they brought the entire universe. From well-known names like Deoproce and Banila Co to cult favorites like COSRX and Laneige, they were all available at SM Beauty Akademy.
For content creators and social media-loving denizens, SM Beauty went further by creating an immersive experience with Instagrammable spots, interactive activities, and exciting surprises. SM Advantage Card holders even had the chance to win exclusive prizes, such as a Jang Ki Yong fan meet ticket or skincare goodies.
The event, which ended on Sept. 8, provided more than a typical shopping experience for K-beauty fanatics. Visitors explored new products, gained insights from industry experts, and took advantage of exclusive deals.
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