Seoul Beauty Week

Seoul Beauty Week returns for its fifth annual edition from August 22 to August 25, 2026, at the Dongdaemun Design Plaza. Organized by the Seoul Metropolitan Government, the event serves as a major platform for the Korean beauty industry, which recently became the world's second-largest cosmetics exporter. This year's showcase features a record 152 participating companies, ranging from skincare startups and aesthetic medical firms to AI-driven beauty-tech pioneers.

The 2026 event includes the inaugural Seoul Beauty Forum, where global industry executives discuss export compliance, AI diagnostics, and international distribution strategies. To foster business growth, the fair hosts curated matchmaking sessions between local brands and over 100 invited international retail buyers, aiming to expand the global reach of independent Korean labels.

In addition to business-to-business sessions, the festival offers various public programs under the broader 'Beautiful Life in Seoul' lifestyle banner. Attendees can participate in wellness activities, visit public styling booths, and attend makeup masterclasses led by K-pop beauty artists. The event also features live-streamed demonstrations by international social media influencers to highlight current trends in fashion and beauty.