Loft Co., Ltd. announced on October 7 the "Loft K-Beauty Festival 2026AW." This is the 35th cosmetics festival, in its 13th year, and the sixth event to focus solely on Korean cosmetics, following the one held in spring.
It runs from Saturday, October 10 to Friday, November 13, 2026. The venues are Loft stores nationwide and the Loft Net Store, with 587 products in total, including 378 advance-release items, from 143 brands. Products and scale vary by store.
The marks before the product names below indicate: ★ for offline advance sales exclusive to Loft, and ☆ for advance sales at Loft. All prices include tax.
Autumn and winter shades, and makeup that adheres smoothly
Among lip products, ★"Laka Devil Melting Lip (JT)" comes in 8 shades at ¥1,980 each. The company says its texture softens with the warmth of the lips and blends in, it contains moisturizing ingredients, and its deep, autumnal colors last. ☆"Pyt Genba Lip Glossy (STORiiY)" is a glow-type lip gloss in 5 shades, ¥1,980 each.
The eyeshadow palette is ☆"wakemake Soft Blurring Eye Palette No. 33 Off Cherry Blurring (CJ Olive Young Japan)" (¥2,970). It is composed of different finishes such as matte, shimmer and glitter, combining subdued cherry colors with soft, muted shades.
Also available are ☆"Ollio No Glue Nail 2026AW (KISS JAPAN)," which can be applied without glue (¥2,530 each, 6 types), and ★"JUNGSAEMMOOL MEN Dark Zone Concealer (Korea Ginseng Corp.)" (¥2,420 each, 2 types). The latter is a 2-in-1 stick that combines a color corrector and a concealer.
Skincare for the dry season, and hair and body care
In skincare, ★"rdrd Red Apple Lacto Popping Toner (Korea Ginseng Corp.)" (¥2,695) is a foam-type toner containing nano-sized apple lacto-fermented ingredient (apple fruit extract, a skin-conditioning ingredient). It contains 7 types of hyaluronic acid (moisturizing ingredients) and is said to moisturize down to the stratum corneum.
☆"Dalba First Spray Serum PRO2XPep (JT)" (¥2,970) is a mist serum containing 70% collagen water (a moisturizing ingredient). Also lined up are ☆"Dr. Elsia ABC Glow Whip Serum (International Cosmetics)" (¥2,750) and ★"AESTURA PRO Intensive Sheet Mask (Amorepacific Japan)" (¥1,804).
In hair and body care, ☆"MOTON Silky Essence Hair Milk FLOWER GARDEN (lalalajapan)" (¥1,650) is a hair milk containing knotweed extract, skullcap-type extract and Cnidium rhizome extract (all moisturizing ingredients), and its scent is said to change over time from floral to musk. ☆"lilyeve Glow Turn Pink Collagen Capsule AP (Shioone Cosmetic)" (¥2,640) is a serum with a built-in brush that can be applied directly to the scalp, containing 3 types of collagen and 5 types of peptides (all moisturizing ingredients).
Self-care items, and a key visual featuring "TEAMILY"
In self-care, ☆"RETURNITY Ear Acupoint Jewelry [General medical device] (Kinsei Global)" (¥1,760 each, 3 types) is a sticker-type item for the ears that feels like an accessory. ★"Quick Clean (Leave Corporation)" (¥1,430 each) is a disposable mini toothbrush that can be used without water, in 4 types: mint, strawberry mint, apple mint and lemon mint.
The key visual features "TEAMILY," the official characters of the nine-member global group "&TEAM." The name combines "&TEAM" and "FAMILY," and the members themselves took part in creating each character from the early sketch stage.
Loft K-Beauty Festival 2026AW: dates and venues
- Name: Loft K-Beauty Festival 2026AW
- Dates: Saturday, October 10 – Friday, November 13, 2026
- Number of products: 587 in total, including 378 advance-release items (143 brands)
- Venues (physical stores): Loft stores nationwide
- Venue (online): Loft Net Store
*Products and scale vary by store. All prices include tax.
Image: courtesy of Loft Co., Ltd.
