AGE20'S, the makeup brand of Aekyung Industrial (018250.KS), is rebranding under a new philosophy it calls "Skin First Makeup." After naming Rei of the K-pop group IVE as its global ambassador in August and launching a new product, the brand is opening its first pop-up store in Seoul's Seongsu-dong to showcase its changed identity.
AGE20'S said on the 1st that it will run "The AGE20'S House" at LECT Seongsu on Yeonmujang-gil in Seoul's Seongdong District through the 11th.
The core message of the rebranding is "Real Beauty, Real Results." Rather than focusing solely on makeup's cosmetic function, the brand has repositioned itself as a skin-first makeup brand that also takes skin condition and health into account.
The Skin First Hidden Prep Foundation Pact, released last month, combines a prep function that smooths the skin before makeup with a foundation in a single product. In August, AGE20'S named Rei as its global ambassador to broaden its reach among younger consumers and strengthen brand awareness in overseas markets.
At the Seongsu pop-up, the brand is presenting its flagship Signature Essence Pact and the new Skin First Hidden Prep Foundation Pact alongside base and point makeup items including lipsticks and blushers.
The venue also offers hands-on programs. Visitors can receive an artificial intelligence-based personal color analysis and try out base products and lip shades suited to their skin in a dedicated testing area. Customers who join the programs or buy products can also make DIY keyrings and take instant photos.
AGE20'S has built its growth on the domestic compact powder market. It ranked first for 12 consecutive years from 2014 through last year in Worldpanel by Numerator's survey of purchase volume among South Korean women. Last year, it won the makeup and nail category at the Cosmoprof Las Vegas 2025 Awards.
"This pop-up is the first space where we present to consumers the philosophy and world we have newly established through the rebranding," an AGE20'S official said. "Going forward, we plan to build a differentiated brand identity through various brand activities centered on 'Skin First Makeup' that consumers can experience and relate to directly."
