K-beauty Captivates Europe... 'Integrated Korea Pavilion' Draws Attention at World’s Largest Beauty Exhibition

Expanding Beyond Skincare to Beauty Tech and Hair Care
43 Export Contracts Signed On Site
"K-beauty Leads a Virtuous Cycle of Consumer and Cultural Exports"

K-beauty showcased its presence at the world's largest beauty trade exhibition held in Europe, the home of the beauty industry. The Korea Trade-Investment Promotion Agency (KOTRA) announced on March 29 that the integrated Korea Pavilion at the 'Cosmoprof Bologna' beauty exhibition, held in Italy for three days starting on the 26th, drew significant attention from buyers across Europe and around the world.

The integrated Korean Pavilion operated at the 'Bologna Cosmoprof Beauty Expo,' held in Italy for three days starting on the 26th (local time). KOTRA

Bologna Cosmoprof, recognized alongside the Hong Kong beauty fair as one of the world’s two major beauty exhibitions, highlighted artificial intelligence (AI) beauty tech and the expanding potential of fragrances as this year’s main themes. The event attracted over 3,000 companies from 65 countries and approximately 250,000 visitors.

The integrated Korea Pavilion, hosted by KOTRA and five other organizations, saw a record participation of 279 companies. Buyers from global beauty distribution networks such as Sephora, Douglas, and Naima, as well as influencers, visited in large numbers, demonstrating its overwhelming popularity.

The growing status of K-beauty in the European market is evident in the numbers. Over the past three years, exports to European Union (EU) countries surged from 280 million dollars to 1.13 billion dollars, an increase of approximately 305% (a 4.1-fold rise). On Douglas, one of Europe’s leading distribution chains, the number of Korean products available online jumped from 22 four years ago to over 650 as of July last year, representing a more than 30-fold increase.

The range of products, previously focused on skincare and dermocosmetics, is also diversifying. At this year’s exhibition, the proportion of beauty tech devices incorporating information and communication technology (ICT) reached 14%, and categories such as color cosmetics and hair and nail care products also expanded their share. Notably, reflecting the trend of treating the scalp like skin, exports of hair care products grew by 16% year-on-year, reaching 480 million dollars.

KOTRA arranged exhibition consultations between 83 promising buyers from 26 countries—attracted by its overseas trade offices in Europe—and the participating Korean companies. The agency also operated a 'EU Cosmetics Market Trend and Regulatory Webinar' and a 'K-Indie Brand Showcase' specifically for novice exporters.

There were also tangible business outcomes at the event. During the exhibition, 43 export contracts worth a total of approximately 20 million dollars were signed on site. Notably, Woori Aideul Plus, which was shortlisted for the '2026 Cosmoprof Awards,' introduced a water-soluble zero-waste packaging solution and clinched a major contract with OVS, Italy’s largest distribution network.

Kang Kyung-sung, President of KOTRA, stated, "The success of K-beauty, driven by differentiation and cost-effectiveness, can be applied to export marketing in other industries. The achievements of K-beauty, which has blossomed in Europe, the heart of the beauty industry, have a significant impact on other markets as well." He added, "We will connect the demand identified at the exhibition to actual exports and expand K-beauty from skincare to ICT- and medical-linked beauty tech, color cosmetics, and hair and nail care, fostering a virtuous cycle of consumer goods and cultural exports."

This content was produced with the assistance of AI translation services.