The 40th Cosmobeauty Seoul × K-Beauty Festa, held May 27–29, 2026, drew 521 K-beauty companies and 180 overseas buyers from 56 countries, signaling strong global demand for Korean beauty products and supply-chain partnerships. Organized by the Ministry of SMEs and Startups and Korea International Exhibition, the event featured B2B matchmaking, premium product showcases, and regulatory seminars, offering importers and distributors direct access to innovative OEM/ODM, device, and packaging suppliers.
Event scale and buyer attendance
This year's edition was the largest in the event's history since 1987, with 521 participating companies and 180 international buyers from 56 countries. The exhibition occupied Halls A and B and the lobby at COEX, featuring booths for product display and hands-on testing. A dedicated 'Premium Bridge Zone' showcased 40 premium products between the two halls, attracting strong visitor interest.
B2B matchmaking and big buyer participation
Major global retailers attended for B2B meetings, including European chain Fnac Darty (1,000+ stores), Canadian luxury department store Holt Renfrew, and Latin America's largest e-commerce platform Mercado Libre. These sessions helped Korean brands explore new export channels. One exhibitor reported signing contracts during the event, while another noted strong buyer interest from the first day.
Innovation and regional showcases
Fourteen 'Rookie of the Year' award-winning companies presented innovative products in a special pavilion. Group pavilions organized by Bucheon Industrial Promotion Agency, Jeju Techno Park, and Incheon Techno Park displayed region-specific offerings, giving buyers a broad view of Korea's decentralized beauty manufacturing ecosystem.
Regulatory and market intelligence
Eleven conferences and seminars covered global beauty market trends, regulatory updates for Europe and other regions, and customized market-entry strategies. These sessions provided actionable intelligence for overseas buyers navigating compliance and distribution in new markets.
Policy support for beauty ecosystem growth
At the opening ceremony, Minister of SMEs and Startups Sung-sook Han stated: 'Last year, K-beauty exports reached a record $11.4 billion, driven by the innovation of small and medium brands. We will soon implement measures to support balanced growth across the beauty ecosystem, including beauty devices, eco-friendly raw materials, and packaging, to ensure sustained global expansion.' This signals continued government backing for the entire supply chain, from devices to packaging.
Source: Read the original report | Published: May 30, 2026