Busan is good

Busan Beauty Responds to Tired Summer Skin

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Mayor Park Heong-joon of Busan announced that four local cosmetics companies will set up promotional and sales booths at Dadaepo Beach during the 29th Busan Sea Festival, held from August 1 to 3, offering citizens and tourists a refreshing healing space.

The promotional booths will serve as hands-on beauty zones tailored for skin stressed by the summer heat, offering on-site discounted product sales, beauty consultations, and cooling massages to add enjoyment to the festival.

Planned under the concept of “Beauty on the Waves: Busan Cosmetics Fair (B-Cosmetic),” the event will feature four participating companies—Toas, Pureskin, Geumjeong Pharm, and Yumera Cosmetic—each showcasing unique products.

“B-beauty,” a local cosmetics discount fair, has been hosted since 2019 with the aim of enhancing brand recognition and expanding sales channels for Busan-based cosmetics companies. The event is organized by the City of Busan and jointly operated by Busan Technopark and the Busan Cosmetics Industry Association.

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Participating Companies & Product Highlights:

• ●Toas: Cosmeceuticals distributed to dermatology clinics and hospitals

• ●Pureskin: Low-irritation cosmetics for sensitive skin, acne-prone skin, infants, and pregnant women

• ●Geumjeong Pharm: Naturally-derived cosmetics developed by an in-house R&D center

• ●Yumera Cosmetic: Scalp-cooling and low-irritation skincare, cooling-down sports creams

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The City of Busan aims to strengthen the competitiveness of the local cosmetics industry through marketing activities tied to regional festivals like the Busan Sea Festival, and to promote experiential consumer culture where both citizens and tourists can engage together.

Jung Na-young, Director General of Future Technology Strategy at Busan Metropolitan City, stated:

“While summer festivals bring joy, strong sunlight and heat can also stress the skin.
These promotional booths go beyond simple sales—they offer a chance for citizens to experience small but meaningful moments of healing with Busan Beauty.”

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Appendix 1: Photos from the 2025 B-beauty Day

Appendix 2: Festival Booth Layout