K-beauty sensation at the world’s largest beauty exhibition

In Europe, the home of the beauty industry, K-Beauty has once again proven its power. According to the Korea Trade-Investment Promotion Agency (KOTRA), the integrated Korean pavilion received intensive attention from buyers around the world at the world's largest beauty exhibition 'Bologna Cosmoprof' held in Italy from the 26th to the 28th.

This event, which is considered one of the world's two largest beauty exhibitions along with the Hong Kong Beauty Exhibition, was attended by six domestic organizations, including KOTRA, and 279 domestic companies, the largest ever. A large number of buyers from large global distribution networks, including Sephora, Douglas, and Naima, visited the Korean pavilion, and a total of 43 export contracts worth 20 million USD (approximately 30.2 billion won) were concluded on site alone.

Why K-Beauty is attracting attention in the European market

K-Beauty has already been ranked first in the US and Japanese beauty import markets for several years. However, growth in Europe is even steeper. While global K-beauty exports increased 44% from $8 billion to $11.5 billion over the past three years, exports to EU countries surged 305% from $280 million to $1.13 billion.

Kim Hoe-sook, CEO of Our Children Plus, who was nominated for the final award at the 2026 Cosmoprof Awards, said, “Through this exhibition, we achieved a large export contract with an Italian OVS distribution network vendor connected by KOTRA.”

What is noteworthy is the expansion of the scope of K-beauty. The popularity is spreading from existing skin care to beauty tech, color cosmetics, and hair and nail care products that combine ICT technology. At this exhibition, KOTRA arranged consultations between 83 prospective buyers from 26 countries jointly hosted by overseas trade pavilions in Europe and companies participating in the Korean pavilion. In addition, 'EU cosmetics market trends and regulatory trends webinar' and 'K-Indie Brand Showcase Hall' for novice export companies were also operated.

Kang Kyeong-seong, CEO of KOTRA, said, “Our achievements in Europe, the home of the beauty industry, will have a significant ripple effect on other markets. Based on the demand confirmed at the exhibition, we will expand K-beauty from skin care to beauty tech and hair and nail care areas.”