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That’s a wrap on our first-ever W cosmetics Media Trip

  And just like that… our very first Experience Korea, Shop It Forever at W cosmetics media trip has officially come to an end. Three unforgettable days of beauty, culture, and fun in Seoul. Influencers, media, and competition winners, under the guidance of our Social Girlie enjoyed immersive brand sessions, personalised skincare experiences, beauty treatments, flagship store visits, and plenty of amazing food in between. This trip was everything we hope it would be and more. In partnership with Jetstar Airways, this trip offered our guests with a look behind the scenes of how W cosmetics continues to bring the latest and most exciting K-beauty brands and trends to Australia and New Zealand. The journey began at Sydney Airport, where guests boarded their Jetstar flight to Incheon International Airport with personalised travel cases packed full of skincare and beauty essentials to keep everyone glowing in the air. Upon arriving in Seoul and checking into Aloft Seoul Myeongdong, every room was transformed into a full W cosmetics experience – from vanity setups and stocked showers to bedside table with W cosmetics robe and slippers waiting. Day One Day one officially started with an intimate breakfast hosted by Mary&May, where guests learned about the brand’s signature marine-derived spicule technology and the science behind ingredients like PDRN, collagen, and retinol. The session spotlighted the Mary&May Spicule Retinol PDRN Cream formulated with natural marine-derived micro-spicules that are 1/40 the size of pores, combined with nano liposome retinol, panthenol, and CICA PDRN to help improve the appearance of wrinkles, pores, and skin texture while supporting skin recovery. Guests also explored the Mary&May Spicule Collagen PDRN Cream featuring marine-derived micro-spicules and marine collagen to help support skin elasticity, barrier care, and volume, alongside CICA PDRN to help soothe sensitive skin. To finish the session, guests took part in games, won prizes, and even received a first look at the upcoming launch of the Spicule Azelaic PDRN Cream – available in-store and online at W cosmetics soon.   Korea’s leading K-beauty brand, Medicube followed with a hands-on experience featuring the viral AGE-R Booster Pro X2 device and the famous PDRN Pink Peptide Serum, loved even by celebrities from Kylie Jenner to Hailey Bieber – and yes, the hype is real. The session also included a live quiz where our some of our guests got to bring home their very own Medicube devices.  Lunch was provided by Dear Dahlia at Dahlia Dining by celebrity Chef Choi Hyun-seok. During this beauty-meets-dining experience guests learnt about the brand’s elegant philosophy and signature makeup artistry. After exploring some of the brand’s hero products, including the BB cream, Petal Drop Liquid Blush, Endless Skin Cream Mist, and stunning eyeshadow palettes, there was a live makeup demonstration by makeup artist Gaon for a K-pop idol-inspired look. Be on the lookout, Dear Dahlia officially arrives at W cosmetics this June. Day one continued with Chasin’ Rabbits – one of the most innovative K-beauty brands. As a Vegan & Clean Beauty brand, Chasin’ Rabbits promotes wellness for both body and mind, encouraging customers to embrace a healthier lifestyle through their “Chase the Better” slogan. Guests discovered the playful world through their most interesting products – from the bestselling Bunny Line Smoother and the viral Butter Grinding Cleansing Balm to the fun and unique Buttshroom Bum Patch. The hands-on experience perfectly reflected the playful yet thoughtful identity of the brand. At the Dr.Melaxin session, the focus shifted to exfoliation and glow, where the group discovered the brand’s viral best sellers. Guests learned of the Peel Shot Exfoliant Black & White Rice Ampoule, formulated with Black & White Rice extracts and the brand’s signature Peel Shot technology to gently exfoliate, smooth skin texture, and boost glow while keeping the skin hydrated. The session also highlighted the Peel Shot Exfoliating Kojic Acid Turmeric Spray, infused with Kojic Acid and Turmeric Extract to help brighten the complexion and improve the appearance of post-acne marks for clearer-looking skin. After learning more about the viral ingredients behind these products, it was easy to understand Dr.Melaxin’s rapid rise in popularity across Korea and why the products continue to go viral online. To close out day one, Clio welcomed the group into a stunning royal-inspired experience that celebrated the brand’s 30-year heritage in a truly memorable experience. Guests were surprised with personalised Korean name keychains and immersed in the world of Clio’s Royal Edition collection and the details behind some of their most-loved products, including their iconic cushions and lip products. Day Two Day two started with Dr.G, where guests received personalised skin analysis consultations using advanced diagnostic devices while learning about the brand’s philosophy of soothing science and skin barrier care. The group was welcomed with Dr.G’s best-selling products, including the Brightening Peeling Gel and the iconic Red Blemish Clear Soothing Cream, alongside a selection of matcha, coffee, and refreshing juices to start the morning.   The trip then continued to Laka’s stunning Seongsu flagship store – home to the iconic 399-colour lip wall and interactive Mixology Bar. As Korea’s first gender-neutral beauty brand, Laka brings its philosophy to life through bold designs, immersive experiences, and a full spectrum of colour, with guests invited to blend, customise, and create their own personalised lip tint shades.   Another memorable stop of the day was visiting AB Plastic Surgery, where influencers, media guests, and competition winners had the opportunity to experience a range of treatments. It was a unique opportunity to spend time at the clinic, learn more about its services, and experience another side of Korea’s beauty and wellness industry. To close out the final night of the trip, Anua transformed the evening into a K-Pop Demon Hunters-inspired world with exclusive KPDH x Anua displays, limited-edition packaging, and the cutest character pimple patches. With a personalised skin analysis consultations focused on moisture, elasticity, and oil levels, guests discovered Anua’s best-selling azelaic acid, PDRN ranges, and more. The night ended with a fun mirror decorating activity, followed by a movie screening and popcorn. Day Three After two packed days of brand sessions, beauty discoveries, and exploring the world of K-beauty, day three gave everyone the chance to explore more of Seoul at their own pace. Guests had the opportunity to soak up even more of the energy, culture, and food that makes Seoul so special before returning to the hotel foyer one last time to head to Incheon Airport together for the flight home with Jetstar Airways. Suitcases were definitely heavier on the way back – filled with new beauty favourites, unforgettable memories, and plenty of stories to share. Forever And now for the forever part: Waiting at home for each guest was a customised suitcase filled with products discovered throughout the trip – meaning no need to worry about excess baggage or trying to Google Translate how to use everything once back home. Best of all, every product experienced throughout the trip is now and forever available to shop at W cosmetics. A huge thank you to all of our incredible brand partners, Jetstar Airways, and everyone who helped bring the W cosmetics Korea Media Trip to life. And of course, thank you to our influencers, media guests, competition winners, and our Social Girlie for making the trip so special. Until next time… maybe W cosmetics Media Trip 2027?