K-beauty functional creams are gaining strong traction in Central Europe, with Hungary emerging as a key entry point. Recent trade data and a major promotional event in Budapest signal growing demand among local distributors and consumers, offering new opportunities for Korean skincare OEMs and exporters targeting the European supply chain.
Market signal
According to Korea Customs Service data, South Korea's exports of basic skincare products to Hungary surged 76.5% year-on-year to $1.567 million in the January–May 2026 period, up from $888,000 in the same period of 2025. The trade surplus during this period reached $1.564 million, confirming robust market growth.
Korea Day 2026 in Budapest
On June 13–14, 2026, the Korea Trade-Investment Promotion Agency (KOTRA), together with the South Korean Embassy in Hungary and the Korean Cultural Center, hosted the '2026 Korea Day (7th KoreaON)' at Krisztály Színtér in Budapest. The event featured a beauty promotion zone and business matching sessions, attracting strong attendance from local visitors and buyers.
Distribution channel collaboration
KOTRA is building a 'export–listing–promotion' ecosystem for K-beauty in Hungary, partnering with seven major local retail chains. A highlight was the participation of Rossmann Hungary, whose head of purchasing (and incoming CEO) Éva Szimeiszter stated: "We plan to expand beauty business cooperation with Korea. We will hold a follow-up promotional showcase, 'K-Beauty Rossmann Day,' this December to introduce more Korean cosmetics to the Hungarian market."
Sourcing context
The promotion and business matching sessions focused on functional creams and skincare products tailored to European skin types. KOTRA provided on-site support for buyer discovery, product explanation, and deal matching. One example was a Korean SME's 'carrot patch' soothing product, which received positive feedback from local attendees.
Kim Yeon-jae, head of KOTRA's Europe regional headquarters, said: "Based on the excellent functional cosmetics of domestic SMEs, we are raising K-beauty's profile locally. We will continue to expand cooperation with large European drugstores and distribution networks to actively support our beauty companies' entry into the European market."
Source: Read the original report | Published: June 15, 2026