in-cosmetics Asia 2013 champions South Korea
Sep 11, 2013

South Korea is a hub for cosmetic innovation in Asia and is fast becoming a role model for the global cosmetics industry. Products such as BB and CC creams, which have spurred innovation worldwide, put South Korea clearly on the map for cosmetic excellence, and in 2012 its cosmetics and toiletries market grew by an impressive 9.1 per cent.

The South Korean success story will take centre stage at this year’s in-cosmetics Asia where it forms the new country focus designed to uncover the technological breakthroughs and trends driving new product design and fuelling rapidly growing demand in South Korea and beyond.

A special feature display immediately highlights South Korea’s central status within the industry and will include a focus on natural, functional and high-tech ingredients. Also housing finished products, it will offer visitors an insight into the vibrant South Korean market, in which crazes such as K-pop and male grooming are resulting in exciting product innovation.

The show floor will be brimming with opportunities to discover the latest innovations coming out of South Korea with more exhibitors from the country expected than ever before – there is already a 90 per cent increase in South Korean exhibitors compared to this time last year.

To make it even easier for visitors to target suppliers from around the region, a South Korea Product Trail will be created for 2013. It will signpost some of the most cutting-edge launches displayed at the show with participating exhibitors to be announced in September. The Korea - IBITA pavilion, where many exhibitors from the region will be housed, also facilitates visitors interested in learning more from Korean suppliers.

South Korean consumers have one of the most sophisticated beauty regimes in the world, with men and women often using upwards of 15 beauty products each day. Factors such as the country’s ageing population – government figures show that a third of South Korea’s population will be over 65 by 2040 – means positive ageing is a huge focus for consumers, while beauty ideals and the quest for perfection continue to grow demand for skin whitening and blemish correcting products.

In the Marketing Trends Theatre, a series of presentations will further probe the South Korean cosmetics industry to help manufacturers identify how they can develop products that perform well and address consumers’ biggest concerns.

Florence Bernardin, Founder, Information & Inspiration and Consultant to in-cosmetics Asia, puts South Korea into focus during two sessions. In “What’s Happening In Korea?” visitors can expect to gain a deeper understanding on how Korea has become Asia’s dominant force and its ability to react quickly and creatively to trends. Meanwhile “What’s Next From Korea?” digs deeper into emerging trends that will set the beauty agenda in years to come – this session explores natural ingredients, glowing beauty, the power of TV and men’s grooming among other things.

In addition to this, Chang Seo Park, Head of R&D Centre at NCR, presents “Current R&D and Herbal Medicine Trends in Korea”. This informative session takes a closer look at how Korea is leveraging its export markets – such as China, Japan and Hong Kong – to increase sales. He will focus in particular on ‘Hanbang’ cosmetics, which are based on Korean traditional medicinal herbal recipes and wisdom, and have recorded 15.7 per cent CAGR growth between 2009-2011.

Sarah Gibson, event director, in-cosmetics Asia commented: “South Korea has one of the most innovative cosmetics and personal care industries in the world. At in-cosmetics Asia we always strive to be at the forefront of the industry, delivering quality insights that will help manufacturers shape business plans. We selected South Korea because it is arguably the most dynamic cosmetic market in Asia and it’s also been very successful in exporting cosmetic brands.”

In advance of the show, visitors are invited to attend The South Korea Conference presented in association with IBITA – the Korean cosmetic manufacturing association – at Kintex in Gyeonggi, Korea, on 12 September 2013. The mini-event, entitled “Insights Into Sustainable Growth Within The Beauty Industry”, will explore technical and scientific developments in anti-ageing, suncare, polymers, plants and synthetic waxes, as well as Asian and global beauty trends.

To find out more about the Korea Focus at in-cosmetics Asia visit

To find out more about the Korea Conference in Gyeonggi, South Korea, visit

For more press information contact Cat Mallaband or Jayne Ellis at the in-cosmetics Asia Press Office on +44 (0) 20 7240 2444 or email