Succès du « K-Beauty Expo Korea 2025 » au KINTEX le 13

« C’était l’occasion de constater que les exportations de la K-beauty se diversifient vers l’Arabie saoudite, le Mexique, la Russie, la Turquie et s’élargissent désormais à l’échelle mondiale », a déclaré la plateforme en ligne premium de K-beauty et K-fashion FASFAS, après avoir visité le « K-Beauty Expo Korea 2025 », tenu le 13 septembre au KINTEX, à Ilsan, en Corée du Sud. Selon FASFAS, cette diversification des marchés d’exportation est d’autant plus encourageante qu’elle coïncide avec le renforcement récent des barrières tarifaires américaines, ouvrant de nouvelles perspectives d’expansion.
According to the organizer, this year's edition welcomed about 12,000 buyers and industry players from 70 countries, an increase of about 15% compared to the previous year.
Saudi Arabia, Turkey, Russia, and Mongolia were particularly active as strategic markets, but positive signals also came from Latin America, notably Mexico. Some buyers, beyond simple meetings, placed orders directly on site ("walking orders"), confirming concrete commercial results.
In the exhibition halls, young Korean makeup brands stood out, such as "Heart to Love" from Aroda or MAKESOUL. Long perceived as dominated by skincare, K-beauty has shown, thanks to these independent brands, its ability to attract global buyers also in the makeup segment. According to FASFAS, this demonstrates that Korea can now influence not only skincare but also global make-up trends.
On the skincare side, booster shot-type products (highly concentrated ampoules) were widely presented. Facing growing demand for quick and visible results, these products are expected to be a strategic growth driver in a market focused on efficacy and functionality, according to an industry expert.
Positioned as the leading Korean platform for premium K-beauty and K-fashion, FASFAS distinguishes itself from a simple online sales site by leveraging its international network. Recently, the company sent the "lookbook" of its partner brands to over 1,000 B2B buyers worldwide, which has already led to actual orders.
Jason, General Manager of FASFAS, emphasized: "Some buyers in the Middle East continue to favor a price-centered distribution strategy. This is a challenge for Korean companies wishing to preserve the premium value of their brands. It is necessary to avoid falling into a price war and instead highlight the philosophy, quality, and identity unique to each brand."
He added: "K-beauty is no longer confined to a single market: it is simultaneously expanding in the Middle East, Russia, and Latin America. Thanks to our network of over 1,000 international B2B buyers, FASFAS will support Korean brands to prioritize branding, quality, and storytelling strategies rather than simple price competition, to ensure sustainable growth in global markets."