Korea Showcases at Beautycare Hanoi 2026 to Boost K-Beauty Presence

KOECO, the organizing company for the Korean pavilion at international beauty exhibitions, announced on the 16th that it will feature a Korean pavilion at the Beautycare Hanoi 2026 trade fair, scheduled to take place from April 16-18, 2026, at the International Center for Exhibition (I.C.E Hanoi). This initiative marks significant participation alongside approximately 15 domestic beauty companies, showcasing diverse offerings within the K-Beauty sector.

The Beautycare Hanoi trade fair is a premier B2B platform for beauty and cosmetic professionals, presenting the latest trends across cosmetics, skincare, haircare, nails, aesthetics, beauty devices, raw materials, and packaging. This event serves as an optimal opportunity to comprehend the evolving dynamics of the Vietnamese beauty market while facilitating the establishment of global partnerships.

Participating companies in the Korean pavilion are recognized for their competitiveness in international markets, with a focus on various K-Beauty products. For example, R.H.B Brands will highlight its global haircare brand “RATED GREEN,” featuring scalp and haircare products derived from natural ingredients. Similarly, Yeonje will leverage its one-stop production systems and diverse formulation technologies to present aesthetic cosmetics and skincare lines aimed at attracting international buyers. Companies such as Happy L&B and C-Med will showcase their expertise in cosmetics OEM/ODM by presenting skincare, makeup, and skin booster solutions, while U&Me Cosmetics will unveil a broad product lineup including lotions, creams, serums, essences, and body and haircare solutions. Given the robust product quality and specialization of these exhibitors, heightened interest from local buyers is expected.

Vietnam's burgeoning demand for K-Beauty products is largely attributed to its young demographic, rapid economic growth, and escalating interest in beauty. As the distribution networks and consumer markets in the northern region centered around Hanoi continue to grow swiftly, this city is emerging as an optimal entry point for brands aiming to capture market share.

CEO Jo Wan-soo of KOECO remarked, “Vietnam is categorized as a promising market where K-Beauty's influence is escalating each year. The impact of K-pop and K-drama has firmly rooted Korean culture in the market, while social media amplifies young consumers' interest in Korean beauty products. I anticipate stable growth for K-Beauty products in Vietnam over this year and the next.” He also stated plans for a prominent Korean pavilion at the upcoming Cosmobeauty Vietnam beauty exhibition in July to further contribute to the expansion of K-Beauty.

The annual Cosmobeauty Vietnam, held every July, is another highly regarded beauty exhibition in Ho Chi Minh City. Inquiries about participating in this expo and other ASEAN regional beauty trade shows can be directed to KOECO at 02-577-4927/5927 or via email at .