Since its inception in 1987, Cosmobeauty Seoul has evolved into one of Korea’s most important beauty trade shows—so influential, in fact, that over 400 companies are now waitlisted due to limited space. In this exclusive interview with Estetica Export, Sophie Mun, President of the Exhibition, reflects on the early challenges, the rise of K-beauty as a global trendsetter, and how Cosmobeauty continues to empower Korean SMEs while opening doors to international players eager to enter the dynamic Korean market.
Cosmobeauty Seoul has become one of the most important beauty trade shows in Korea. What was your vision when you first founded the fair, and how has it evolved over the years?
In 1987, we planned and held Korea’s first cosmetics and beauty exhibition. For many years, especially up until about a decade ago, it was challenging to attract exhibitors. However, over time, the competitiveness of Korean small and medium-sized enterprises (SMEs) has grown—thanks in part to this exhibition. Since last year, we’ve had more than 400 companies on the waiting list who couldn’t participate due to limited space. This strong interest reflects Korea’s rise as the ninth-largest cosmetics market in the world.
Korea is considered a global trendsetter in beauty. In your opinion, what makes the Korean beauty industry so dynamic and influential worldwide?
Koreans are highly trend-sensitive, naturally curious about new innovations, and very open to embracing new cultures. These characteristics are particularly evident in the beauty and cosmetics industry, which is driven by rapid change. I believe this openness and adaptability are key factors behind Korea’s global influence in beauty.
What are the key trends or innovations that international visitors and buyers should look out for at this year’s edition of Cosmobeauty Seoul?
There’s a noticeable growth in categories where K-beauty excels—especially in basic skincare and slow-aging solutions. Home beauty devices are also gaining traction. This year, Korean government agencies are offering strong support, which has encouraged even more SMEs with export-ready products to participate. Visitors can also explore the *Awards Special Zone* on-site, where they’ll find expert-selected, award-winning products that highlight the latest innovations.
How do you see the role of Cosmobeauty Seoul in supporting Korean brands that want to expand into global markets—and, conversely, in attracting foreign companies into the Korean market?
COSMOBEAUTY SEOUL is the first major B2B beauty exhibition of the year in Korea. That timing makes it a critical event not only for global buyers but also for Korean distributors and importers, who pay close attention to the fair. For foreign companies looking to enter the Korean market, this exhibition is a must-attend event, offering direct access to potential partners and buyers.
Looking ahead, what are your goals or projects for the future of Cosmobeauty Seoul?
As Korea’s oldest and number one beauty exhibition, our goal is to maintain a high standard by carefully selecting quality exhibitors—so they can feel proud to participate. At the same time, we want to continue offering exceptional service as organizers, ensuring that visitors can discover excellent products and engage in meaningful, efficient business conversations.
