The 13th Daegu International Beauty Expo, held from June 11-13, 2026 at EXCO, attracted 17,800 visitors and generated $36.34 million in export consultations, a 19% increase year-over-year. For overseas buyers and distributors, this signals strong demand for Korean beauty devices, cosmetics, and OEM solutions, with expanded buyer invitations from Canada, China, and Southeast Asia driving tangible business outcomes.
Event scale and buyer engagement
The expo featured 153 companies across 200 booths, covering cosmetics, beauty devices, medical aesthetics, nails, and hair. Organizers expanded overseas buyer participation to 35 companies, focusing on high-procurement markets like Canada, China, and Southeast Asia. A total of 294 face-to-face meetings were held over three days, resulting in $36.34 million in export consultations and $13.28 million in contract negotiations—up 20% from the previous year.
Notable product showcases
Local companies stood out with innovative offerings. J&J Company attracted a Thai buyer with skincare products containing peptides and apple extracts, leading to discussions on exclusive distribution and order volumes in Thailand. LILYCOVER demonstrated its total solution combining the portable skin diagnostic device Muilli with the on-site custom cosmetic robot ENIMA, drawing significant attention from attendees.
Retail buyer activity and live commerce
Major retail buyers from home shopping channels and large marts conducted 79 consultations, achieving approximately 7.8 billion KRW in purchasing discussions. A live commerce session featuring Thai beauty influencers effectively introduced 97 products from 33 exhibitors to Southeast Asian consumers, strengthening market entry into Thailand and neighboring regions.
What buyers should watch
For importers and distributors, the expo highlights growing opportunities in Korean beauty devices, custom cosmetics, and OEM partnerships. The 19% increase in export consultations and 20% rise in contract negotiations indicate robust market demand. Companies like J&J Company and LILYCOVER are actively seeking international partners, particularly in Southeast Asia. Buyers should monitor these firms for exclusive distribution deals and advanced beauty tech solutions.
Regulatory and channel signals
The expo's success underscores Daegu's ambition to become a K-beauty hub, supported by local government initiatives. The inclusion of retail buyers from diverse channels and live commerce with influencers suggests a multi-channel approach to market expansion. Overseas buyers can leverage these trends to secure competitive sourcing and distribution agreements in the region.
Source: Read the original report | Published: June 15, 2026