(Illustration by Seoul Metropolitan Government/courtesy of Haps Magazine Korea)
Seoul Beauty Week 2026 will return to Dongdaemun Design Plaza (DDP) from August 22 to 25, bringing together a record 152 companies to showcase the latest in K-beauty, beauty technology, medical aesthetics, wellness, and lifestyle products.
Now in its fifth year, the event serves as both a business platform for Korean beauty brands and an interactive experience for visitors. It aims to connect companies with international buyers, investors, and distributors while giving the public an opportunity to explore the latest K-beauty trends.
The exhibition will feature cosmetics, skincare, haircare, beauty technology, medical aesthetics, inner beauty products such as collagen supplements, and lifestyle brands. The expanded lineup reflects the growing diversity of Korea’s beauty industry.
Business programs will include one-on-one meetings with more than 115 international buyers, export consulting, live commerce opportunities, and investment pitching sessions for emerging companies. Organizers hope to build on last year’s event, which generated approximately 17.7 billion won in export contracts.
A new addition this year is the Seoul Beauty Forum, where industry leaders will discuss the future of K-beauty, including global regulations, AI and beauty technology, and international retail strategies. The forum will also examine the next phase of the industry under the theme “K-Beauty 2.0.”
Visitors can also participate in hands-on experiences, including K-beauty styling sessions, idol-inspired makeup demonstrations, and trend presentations by beauty creators. Global influencers will attend the event and share their experiences through social media.
Admission to all exhibitions and programs is free.
Organizers note that some exhibition halls and experience zones will have different opening times throughout the four-day event.