AGE20's launches first post-rebrand pop-up to showcase new identity

AGE20's, a brand operated by Aekyung Industrial, is set to open its first pop-up since its rebrand, offering visitors a chance to experience its new brand philosophy and creative vision under the name "THE AGE20'S HOUSE."

The pop-up will run from Oct. 1 to 11 at LECT Seongsu on Yeonmujang-gil in Seoul's Seongdong-gu. Visitors can discover the new Skin First Hidden Prep Foundation Pact, which embodies the brand's "skin first makeup" identity, and try out color cosmetics including the globally best-selling Signature Essence Pact.

All visitors are welcome to take part in events including an AI personal color diagnosis, a pact-matching game, photo zone certification, and sessions to find their ideal base and lip color. Customers who make on-site purchases will receive perks such as a DIY keyring experience and a photo booth voucher.

Visitors with advance reservations will receive a full-size Velvet Haze Blusher, a finger puff and a mesh pouch. Walk-in visitors will be given a prep essence, a Fill Like Honey Oil Foam and a pop-up tote bag.

On Oct. 1, the opening day, the brand will hold an official media day for VIP guests including press and beauty content creators.

AGE20's appointed IVE member Rei as its new global ambassador last month, signaling the brand's shift toward a global skin-care-focused makeup identity and its push for international expansion. Since then, the brand has been broadening its reach through a mix of online and offline campaigns and marketing activities, including a brand film and photo shoot with Rei and outdoor advertising in major commercial districts.