K-Beauty Exports Surge, Seoul Event Connects Firms with Global Buyers

South Korea's K-beauty industry is experiencing a surge in global demand, with cosmetics exports reaching a record $11.43 billion in 2025. This achievement positions South Korea as the second-largest cosmetics exporter worldwide, surpassing the United States and trailing only France.

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The scope of the beauty industry is gradually expanding through convergence with advanced technologies including AI. Through this program, I hope you enjoy the beauty industry during the day and the charms of Seoul at night.

The Seoul Metropolitan Government is actively supporting this growth through initiatives like the 'Beautiful Life in Seoul' (BLS) event, now in its fifth year. Organized by the Seoul Business Agency (SBA), the event aims to promote K-beauty by integrating it with global influencer gatherings and trade exhibitions. This year's BLS featured expanded programs, including the '2026 Summer Seoulcon,' a global influencer expo, and the '2026 Beauty Trade Show,' designed to connect domestic beauty firms with international buyers.

The '2026 Beauty Trade Show' is a key SBA program facilitating overseas expansion for startups and SMEs. It brought together 175 Korean beauty, healthcare, and lifestyle companies with 111 buyers from 47 countries. The SBA provided matching services, export consulting, and interpretation to ensure productive interactions. Companies reported high expectations, with some securing preliminary agreements like MOUs. For instance, FG Beauty, which uses Korean agricultural ingredients like the native cactus 'Cheonnyeoncho' in its cosmetics, signed a $500,000 MOU with a Hungarian buyer, highlighting the event's value in connecting businesses with limited access to international markets.

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Small and medium-sized enterprises do not have many channels to meet overseas buyers, and this opportunity is of great help.

Seoul Mayor Oh Se-hoon emphasized the evolving beauty industry, noting its convergence with advanced technologies like AI. He encouraged participants to enjoy both the beauty industry and Seoul's attractions. The event also included interactive experiences like 'K-Beauty Styling,' where international influencers and tourists received personalized K-beauty makeovers and created content, further promoting the industry globally.

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Today, we signed an MOU worth $500,000 with a Hungarian buyer, which will lead to an actual order next week.