WELCOS

FRUDIA, a brand of Welcos (CEO Youngdon Kim), expanded its engagement with European consumers by participating in the Notino K-Beauty Festival (K-FEST), hosted by Notino, Europe's leading online beauty retailer, in Prague, Czech Republic.

Originally founded in the Czech Republic, Notino has grown into one of Europe's leading beauty and wellness e-commerce companies, operating across 27 European countries. With an extensive consumer base and distribution network throughout Europe, Notino has established itself as a major retail platform connecting global beauty brands with European consumers.

The event marked Notino's first-ever K-Beauty Festival, bringing together local K-Beauty enthusiasts, media representatives, and influencers. Designed to offer visitors firsthand experiences with Korean beauty brands, the festival featured interactive product demonstrations and a variety of on-site activities. Planned for approximately 3,000 K-Beauty enthusiasts, the event attracted significant local interest, with all tickets selling out. The festival included dedicated programs for VIP guests, media representatives, and influencers, as well as activities open to general consumers.

At K-FEST, FRUDIA operated a dedicated brand booth showcasing three key products from its F-LAB longevity-focused skincare line. The featured lineup included the Retinal B3 EXO RED Bubble Pack Booster, designed for the first step of a skincare routine; the Retinal B3 EXO RED 360° Volume Shot Ampoule, developed to target skin firmness and volume; and the Retinal B3 EXO RED 360° Volume Shot Cream, formulated to help promote firmer-looking skin.

In addition to its skincare lineup, FRUDIA introduced its lip makeup products, Glow Juicy Jam and Blurry Butter Jam, presenting a diverse product portfolio spanning skincare and makeup to local consumers.

Beyond product displays, FRUDIA encouraged active visitor participation through its 3.60s Buzzer Challenge, an interactive on-site activity inspired by the F-LAB line's signature 360° volume care concept. Participants were challenged to stop a timer at exactly 3.60 seconds by pressing a buzzer, transforming the brand's core product concept into an engaging and memorable experience.

Through its participation in K-FEST, FRUDIA successfully introduced the product strengths and distinctive brand concept of its F-LAB line directly to European consumers while creating new opportunities for consumer engagement. At the sold-out festival, the brand focused on increasing brand awareness and reaching new audiences through hands-on product experiences and interactive activities.

Looking ahead, FRUDIA plans to further strengthen its presence in the European beauty market by expanding collaborations with global distribution partners, including Notino, and developing consumer-focused experiential marketing initiatives tailored to local market preferences.