The 30th China Beauty Expo (CBE), a premier global beauty exhibition, successfully took place from May 12 to 14, 2026, at the Shanghai Pudong New International Expo Center. This event showcased over 10,000 global beauty brands and introduced innovative products to an audience comprised of industry leaders, distributors, and buyers, reaffirming its reputation as Asia's largest beauty business platform.

Coico, a specialized overseas exhibition company, led the Korean pavilion, hosting 57 domestic cosmetics companies aiming to enhance their presence in the Chinese and global markets. The pavilion was composed of 77 participating companies, including 51 that self-funded, 16 selected by KOTRA through government support, and 10 chosen by the Chungcheongbuk-do Provincial Enterprise Promotion Agency. This diverse mix highlighted a range of competitive products across skincare, makeup, beauty devices, raw materials, and OEM/ODM sectors, capturing the attention of global buyers.

CBE Shanghai is recognized as a critical entry point into the rapidly expanding Chinese beauty market. As the middle-class consumer base grows alongside increased interest in K-beauty, participating companies had the opportunity for direct consultations with key buyers, including master distributors, importers, and brand representatives. The CBE Buyer Club program facilitated networking with global distribution partners and decision-makers, enhancing the potential for future collaborations.

The event attracted industry professionals from over 120 countries, including South Korea, France, the United States, Japan, Italy, and Thailand, reinforcing its role as a global supply chain hub for the beauty industry. The expo featured a comprehensive array of sectors from packaging to functional cosmetics, underscoring the industry's trends towards AI-driven technologies, eco-friendly packaging, and new distribution platforms.

Recent shifts in the Chinese beauty market indicate a rapid reconfiguration favoring premium skincare, dermacosmetics, and functional cosmetics. Notably, consumer trends among the MZ generation spotlight ingredient safety and efficacy, leading to a rising demand for low-irritant, vegan, and clean beauty products. The growth of social media platforms like Xiaohongshu and Douyin has further amplified the importance of brand storytelling and content-driven marketing, thereby altering the competitive landscape.

Chinese consumers are increasingly prioritizing product reliability, brand narratives, and clinically validated efficacy over price competition. In response, global brands are enhancing their market positions by implementing strategies that integrate AI skin diagnostics, customized cosmetics, eco-friendly packaging, and sustainability.

South Korean cosmetics companies are also adapting their approaches to the Chinese market. Moving away from traditional wholesale distribution channels, they are embracing digital strategies such as influencer marketing, direct-to-consumer (D2C) platforms, and product localization. Focusing on sensitive skin care, anti-aging solutions, and functional mask packs—areas where K-beauty excels—will be key for expanding competitive presence in China.

Moreover, adapting to stronger regulatory environments and changes in hygiene certification procedures necessitates the establishment of reliable local partnerships along with robust certification and customs strategies. Industry stakeholders recognize that the Chinese market demands not only short-term performance metrics but also a steadfast commitment to building brand trust and long-term localization strategies.

Coico's CEO, Jo Wan-soo, remarked that CBE Shanghai is evolving beyond a mere exhibition to become a pivotal platform for entering both the Chinese and global beauty markets. He expressed optimism that participating Korean companies would achieve tangible export success and expand global partnerships through their involvement in this expo.

The 31st China Beauty Expo will be held in May 2027 at the same venue, presenting ongoing opportunities for growth and collaboration.