K-Beauty Glow-Up! Brings Korean Beauty and Travel to SM Aura on April 25–26

Explore Korean beauty and culture at K-Beauty Glow-Up!, a free two-day event happening on April 25 and 26, 2025, from 11 AM to 8 PM at the Main Mall Atrium, Upper Ground Level, SM Aura. The event is organized by the Korean Cultural Center in the Philippines (KCC) and the Korea Tourism Organization (KTO) and is open to everyone interested in K-Beauty and travel.

This event will feature the latest in K-Beauty, including interactive activities like personal color analysis and guides to top beauty destinations in Korea. There will also be a sit-down session with actress and singer Kyline Alcantara, where she’ll talk about her experience with K-Beauty and wellness during her time in Korea.

Visitors can also watch stage programs that highlight Korean products and hear from industry experts.

Glow-Up Booths

The Glow-Up Booths will offer personalized beauty experiences and consultations.

• At the traditional fragrance booth, you can create your own scent using ingredients inspired by Korean perfumery.
• The Bom, a beauty booking platform from Seoul, will offer personal color analysis and K-Beauty makeovers. Interpreters fluent in Chinese, English and Japanese will be available to assist.
• Jenny House, a well-known Gangnam salon, will offer hair styling and makeup sessions with Korean stylists.
• KOTRA (Korea Trade-Investment Promotion Agency) will showcase a selection of K-Beauty products from small and medium-sized businesses in Korea.
• Amorepacific Philippines Inc., which manages brands like Laneige, Innisfree and Mise en scène, will host product samplings and live demos.

Glow Your Way to Korea

Planning a trip to Korea? There will be travel-related offers to check out during the event.

• Korean Air is offering a 10% discount on selected flights to Korea, the US and Canada from April 25 to 27. If you book at the event, you can also claim complimentary Innisfree items.
• Klook will give out exclusive promo codes for K-Beauty experiences in Korea.
• Visit the KTO booth to learn about new K-Beauty and wellness spots worth adding to your itinerary.

Contests and Giveaways

There will also be on-site activities and a social media contest. Join in for a chance to win giveaways and sample items.

Leading Up to Korea Beauty Festival 2025

K-Beauty Glow-Up! is part of the lead-up to the Korea Beauty Festival 2025, which runs from June 19 to July 18 in Seoul. The festival is hosted by the Ministry of Culture, Sports and Tourism, KTO and the Visit Korea Committee. It will focus on K-Beauty, fashion and medical tourism, with experience zones in areas like Myeongdong, Seongsu and Gangnam. Visitors can also join side events like stamp tours and cultural programs.

If you’re curious about what Korea has to offer in beauty and culture, drop by K-Beauty Glow-Up! at SM Aura on April 25 and 26.