Concluding on the 13th at KINTEX, the 2025 K-Beauty Expo Korea showcased global export potential.
Premium K-Beauty & K-Fashion online shop FASFAS attended as a global networking platform.
Emerging color cosmetic brands such as MAKESOUL and 'HearttoLove' drew strong attention.

“It was an occasion to confirm that K-beauty exports are diversifying to countries such as Saudi Arabia, Mexico, Russia, and Türkiye, expanding across the globe,” said premium K-beauty and K-fashion online platform FASFAS after attending the 2025 K-Beauty Expo Korea held on September 13 at KINTEX in Ilsan, Gyeonggi Province. (https://fasfas.com)

FASFAS representatives emphasized that this diversification of export destinations is particularly encouraging, as it offers opportunities to expand markets in response to the recent strengthening of U.S. tariff barriers.

According to the organizers, this year’s expo welcomed about 12,000 buyers and industry officials from more than 70 countries worldwide — a 15% increase compared to last year.

Notably, active participation came not only from strategic markets such as Saudi Arabia, Türkiye, Russia, and Mongolia, but also from Latin America, including Mexico. Some buyers went beyond preliminary consultations, visiting booths directly to place “on-site orders,” which in several cases translated into actual purchases.

The rise of emerging color cosmetic brands 

At the exhibition, rising color cosmetic brands such as 'HearttoLove' from Aroda Co., Ltd. and 'MAKESOUL' stood out with remarkable momentum. While K-beauty has long been recognized mainly for skincare, these indie color brands captured the attention of global buyers. According to FASFAS, this demonstrates that K-beauty holds the potential not only as a powerhouse in skincare but also as a leader in global makeup trends.

In the skincare sector, a wide range of booster-shot products (highly concentrated ampoules) were showcased. With global demand rising for products that deliver visible results in a short time, industry experts noted that booster shots are expected to become a key growth driver for K-beauty in the efficacy- and function-focused beauty market.

Positioning itself as Korea’s leading premium K-beauty and K-fashion online platform, FASFAS has evolved beyond a simple shopping mall into a global online hub leveraging its overseas networks. Recently, after sending brand lookbooks of its partner labels to over 1,000 overseas B2B buyers, FASFAS has reported that these efforts are already leading to actual purchase orders.

At the 2025 K-Beauty Expo Korea, booths of emerging color cosmetic brands such as Aroda Co., Ltd.’s 'Heart to Love' and 'Make-Soul' drew steady attention from overseas buyers. [Photo by Lee Suhan]
FASFAS “A Premium Strategy is Essential to Enhance the Competitiveness of K-Beauty Brands with 1,000 Global B2B Buyers”

Jason, CEO of FASFAS, remarked, “Some buyers in the Middle East still adhere to a ‘price-driven’ distribution strategy. For Korean companies seeking to preserve the value of their premium brands, this remains a key challenge. Rather than being drawn into simple price competition, companies need customized strategies that highlight their unique brand philosophy and product quality.”

He further emphasized, “K-beauty has now entered a phase of diversification, expanding simultaneously beyond specific markets into the Middle East, Russia, and Latin America. By leveraging FASFAS’s network of over 1,000 global B2B buyers, we aim to support Korean brands in achieving sustainable growth in the global market — not through price wars, but by focusing on branding, quality, and storytelling.”