Miseenscen and Labohach Showcase K-Beauty at Olive Young Festa LA 2026

Miseenscen, a leading hair care brand under Amorepacific, and Labohach participated in the Olive Young Festa LA 2026, held from the 14th for three days, showcasing differentiated product experiences and content to highlight the competitiveness of K-beauty.

This event marked the first Olive Young Festa in the United States, featuring 55 K-beauty and lifestyle brands. It was aligned with the world’s largest K-lifestyle festival, KCON LA 2026, providing a platform for global customers to experience K-beauty firsthand. Amid increasing global interest in K-hair care, Amorepacific showcased both Miseenscen and Labohach.

Miseenscen, recognized for its product excellence with 11 consecutive Olive Young Awards, designed its booth with elements reflecting the best-selling Perfect Serum's orange color and the 'SHINE YOUR SCENE' slogan. For North American customers with various hair types, the brand offered four different serums—Original, Super Rich, Styling, and Hydrating—and provided an experiential zone. Customer satisfaction was enhanced through personalized testing, giveaways, and a 180-degree moving photo booth for a fun photo zone experience.

Labohach introduced its award-winning scalp-strengthening shampoo, celebrated for four consecutive years at the Olive Young Awards, through a concept themed 'Scalp Recharge Station.' The booth featured a three-step routine comprising Labohach scalp-strengthening clinic shampoo, capsule treatment, and hairline ampoules, accompanied by a simple scalp condition inquiry. Attendees were given the opportunity to experience the recommended Labohach products from the results of their assessments. Additionally, a whimsical 'Inverted Photo Zone' creatively depicted the features of anti-hair loss products, garnering positive feedback on-site.

A brand representative stated, “Through this event, we could directly engage with North American customers and confirm their interest and potential in K-hair care,” adding, “We plan to broaden our customer interactions through diverse experiential opportunities.”