About 300 cosmetic firms will promote their products at the 2013 Osong Cosmetics and Beauty World Expo which kicked off Friday in the small North Chungcheong Province town.

The 24-day international fair jointly organized by local governments and the Korea Food and Drug Administration, will run through May 26 under the theme “Healthy Life, Beautiful Life.”

Visitors flocked to the exhibition halls Friday morning to take a glimpse of the makeup styles of historical beauties including Cleopatra and experience the latest makeup and hair styling as well as “healing” trends such as color therapy and sound therapy.

Exhibitions featuring hallyu and cutting-edge technologies used in the cosmetic industry have also drawn much attention.

Cosmetics are sold at up to 60 percent cheaper prices at the expo market.

Cultural performances including traditional dance, body painting and “beauty” performances marked Friday’s opening. Concerts by musicians will be held every weekend.

The organizing committee expects more than 1 million visitors to the expo.

By Kim So-hyun (sophie@heraldcorp.com)