Beauty Play is a three-story beauty experience space established within the Korea Cosmetic Industry Institute with support from the Ministry of Health and Welfare. A wide range of brand products are on display, allowing visitors to grasp the latest trends and concepts of K-beauty all at once. Some brand stores also host pop-up events where new products can be tested, and visitors may have the chance to purchase products at discounted prices. Personal color tests and skin diagnostics, which are usually costly, can also be quickly and conveniently conducted in about five minutes using AI equipment.