The Ministry of SMEs and Startups (MSS, Minister OH Youngju) and Korea International Exhibition Co., Ltd. (CEO Mun Young-su) announced that a total of 439 K-beauty companies participated in the 2025 CosmoBeauty Seoul x K-beauty Festa, held over three days from Wednesday, May 28 to Friday, May 30. The event generated export consultations worth USD 110 million, of which 17 export contracts worth USD 660,000 were signed on-site. In addition, contracts worth USD 2.46 million are expected to be finalized within 2025.

This year’s exhibition attracted approximately 53,000 visitors, an increase of around 5,000 compared to 2024. During the event, a total of 1,903 B2B consultations were held, marking an increase of 1,001 cases from last year. The exhibition was successfully held on the largest scale to date.

In 2025, MSS and Korea International Exhibition Co., Ltd. collaborated to invite overseas buyers from 161 companies across 51 countries, including 27 major global buyers such as Sephora, Unilever, PPIH, and Mercado Libre. To promote the export and overseas expansion of domestic K-beauty SMEs, B2B consultations were arranged through pre-matching with these overseas buyers.

Looking at outstanding cases among individual participating companies: Pams B&B (CEO JUNG Yong-mo) showcased four types of basic and functional cosmetics at the exhibition and sold out all products on-site. Sindo P&G (CEO AHN Do-hyun) successfully exported its new cosmetics brand, DR. OGIDERM, to Vietnam for the first time by leveraging the distribution infrastructure of Vietnamese buyer VDA Holdings Company Limited. Hanamoa (CEO CHOI Yoon-jeong), after export consultations, received a business proposal from Japan’s Don Quijote and is currently in follow-up negotiations. If successful, the deal is expected to result in an export contract worth up to USD 1 million.

LEE Soon-bae, Director General for Global Growth Policy, stated, “This exhibition concluded with tangible results thanks to public-private collaboration, which led to an increase in visits from promising overseas buyers and qualitative improvements in participating products.” He emphasized, “In response to rapidly changing external conditions such as the strengthening of global protectionism, we will enhance tailored support, including R&D assistance and ESG management support, to ensure the continued expansion of the K-beauty ecosystem.”

He added, “We will continue to provide support to expand opportunities to actively promote and showcase the excellent quality and high level of innovation of K-beauty to the global market.”