We are pleased to share highlights from our visit to “K-BEAUTY EXPO 2025,” held near Seoul, South Korea from September 11–13. In addition to meeting with partner companies on site, we conducted extensive research on forward-looking brands and technologies.
The expo gathers beauty companies from around the world to unveil their latest products, technologies, and services, shaping the trends of the entire industry. The venue buzzed with energy—from innovative skincare and makeup to beauty-tech and medical aesthetics.
Three themes we focused on
- Sustainability-driven products: More brands are adopting recycled PET packaging and waterless formulations while leveraging Korean green certifications to power overseas expansion.
- Advanced anti-aging powered by novel ingredients: We saw practical solutions combining fermented peptides with microbiome control, as well as AI-personalized serums ready for commercialization.
- Indie brands with unique concepts: Craft labels rooted in regional resources and D2C brands using AR counseling stood out for balancing storytelling with immersive experiences.
We exchanged detailed information with exhibitors on co-development opportunities and OEM schemes, while also sharing Japan-market requirements for compliance and logistics. In the clean beauty segment especially, transparency in ingredient disclosure and supply-chain traceability emerged as critical discussion points.
Experiencing the front line of global beauty trends firsthand provided invaluable insights and inspiration. These learnings will feed into our product portfolio planning and brand storytelling initiatives.
We will continue to apply the latest findings from this field trip to enhance future product development and services, delivering even greater value to our customers. Please look forward to Shinshoji’s upcoming initiatives.