KBF Beauty House Guide: What to Know Before the HiKR Ground Pop-Up Ends

KBF Beauty House is the hands-on beauty experience space connected to the 2026 Korea Beauty Festival, and it is the key stop for visitors who want in-person K-beauty consultations, styling, wellness programs, and pop-up brand experiences at HiKR Ground in Seoul. The Beauty House program runs from June 24 to July 19, 2026, with official hours listed as 10 a.m. to 8 p.m. at the HiKR Ground outdoor plaza, fourth floor, and fifth floor. ¹

The wider Korea Beauty Festival runs from June 24 to September 30, 2026, but the HiKR Ground K-Beauty Experience Zone is available only until July 19. That makes July 19 the date to plan around if your goal is to visit KBF Beauty House itself, rather than broader festival-linked beauty programs offered elsewhere or online. ²

What KBF Beauty House Offers

KBF Beauty House is designed as an experiential space, not just a display area. The official program page describes it as the festival’s signature space for makeup, hair styling, wellness, and medical beauty guided by industry professionals. ¹ In practical terms, visitors should expect diagnosis-based services, demonstrations, consultations, and curated beauty experiences rather than a simple retail booth format.

The fourth floor focuses on trend-led services such as K-pop idol-style makeup, tailored hair advice, and fashion guidance. The fifth floor is described as a space for one-on-one consultations, including personal color analysis and wedding styling. ² This distinction is useful when planning time inside the venue: the fourth floor is better suited to styling inspiration and makeover-style programs, while the fifth floor is more consultation-oriented.

The official zone guide lists AI-based personal color diagnosis, scalp diagnosis using AI mirrors, idol makeup demonstrations, customized cosmetics, posture correction massage, and traditional herbal medicine experiences. ¹ These examples show that the Beauty House format extends beyond cosmetics alone. Hair condition, personal color, wellness, posture, traditional Korean care, and customized recommendations are all part of the program mix.

A participating companies page gives more specific examples. COCORY is listed for AI personal color diagnosis, Parkjun Beautylab & Ecojardin for scalp diagnosis and hair styling recommendations using an AI smart mirror, and Goshen Beauty for K-pop idol makeup demonstrations. The same page also lists exhibitors connected with fashion, wellness, traditional styling, and accessory-making. ³

Visiting During the Second Pop-Up

The second KBF Beauty House pop-up is operating on the fourth floor of HiKR Ground through July 19, 2026. The Korea Tourism Organization and the Ministry of Culture, Sports and Tourism said the second phase expanded the participating brand lineup from the first phase and added inner beauty and Korean traditional culture experiences to a program already centered on cosmetics and hair. ⁴

For visitors planning after July 8, 2026, the remaining listed closure date in the operating period is July 13, 2026; July 6 was also listed as a closure date but has already passed. ⁴ The most practical approach is to avoid July 13 and visit before the July 19 end date, especially if you are targeting the in-person HiKR Ground experience rather than the wider festival.

The second pop-up also includes a larger named participant lineup. New participating companies include Skin Is Good, Chat Beauty, Helen Beauty, Siwhan Global, Meview, Diva Skin, Image Color House, Mootcat, and Bellustone. Continuing first-phase participants include Dr. Han Ji-hyun K-Beauty Care Center, beall·Heumm, Eclat Harmonie, I Drink Milano, and Yael Beauty. ⁵

The Korea Tourism Organization has also linked the program to broader tourism development. Han Yeo-ok, head of the Korea Tourism Organization’s International Tourism Content Office, said the organization would work on “product development and expanded purchase channels.” ⁴ For visitors, the important takeaway is that KBF Beauty House is part of a larger effort to make K-beauty experiences easier to access, compare, and book.

How It Fits Into the Korea Beauty Festival

KBF Beauty House should be understood as one specific venue-based program within the larger Korea Beauty Festival. The Beauty House and HiKR Ground experience zone close on July 19, while the festival itself continues through September 30, 2026. ² This matters because the phrase Korea Beauty Festival can refer both to the broad multi-month campaign and to specific in-person programs with shorter operating windows.

VISITKOREA also reported that global OTA platforms offer more than 800 K-beauty experience programs through September 30, 2026. ² If you miss the Beauty House window, the source material supports only the broader availability of other festival-linked K-beauty experiences through that later date; it does not state that the HiKR Ground Beauty House continues beyond July 19.

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