The 2026 Cosmoprof CBE ASEAN Bangkok, a pivotal B2B beauty exhibition that functions as a gateway to the ASEAN beauty market, officially launched at the Queen Sirikit National Convention Center (QSNCC) in Bangkok from June 24th to 26th. Representing a significant milestone for the event, this year marks its fifth edition, with an impressive expansion of exhibit space to 30,000 square meters, a 30% increase from the previous year. This growth not only highlights the rising stature of the ASEAN beauty market but also indicates the increasing interest from global companies.

This year's exhibition, which features increased representation from the manufacturing chain such as production, development, and packaging, marks a strategic shift away from merely showcasing finished products. As global beauty companies diversify their production bases, Southeast Asia, particularly Thailand, is emerging as a new manufacturing hub. The exhibition is anticipated to serve as a platform for discussing the current and future landscape of the ASEAN beauty industry.

Thailand's claim as the largest cosmetics market in ASEAN combines geographical advantages with strong local brands and high-quality OEM/ODM capabilities, making it a vital entry point for global companies into the regional market. The exhibition has become an essential event for businesses aiming to expand their networks throughout Southeast Asia.

With over 800 companies participating and more than 23,000 global beauty professionals and buyers expected, this year's event has solidified its position in the industry. Notably, the number of global invited buyers is projected to increase by 50%, reaching over 550 compared to the previous year.

Across various sectors of the beauty industry—including skincare, makeup, haircare, nails, wellness, raw materials, packaging, and OEM/ODM—companies are expected to engage in meaningful business exchanges. Particularly noteworthy is the record participation of 115 South Korean companies, reinforcing K-Beauty's stronghold in the ASEAN region. The Korean pavilion, led by KOECO, saw participation from 52 companies, garnering significant interest from local buyers.

As the only Cosmoprof series in Southeast Asia, the Cosmoprof CBE ASEAN Bangkok has witnessed remarkable growth, with 650 companies and over 2,000 brands participating in 2025, along with attendance from more than 23,000 beauty professionals. These figures represent a strategic opportunity for both distributors and retailers looking to penetrate this pivotal market.

The exhibition hosts a variety of activities including the 'Cosmotalks' seminar series and a key business matching program, contributing to a more engaged attendee experience. This reinforces the notion that Korean exhibitors are not merely promoting their booths but actively pursuing concrete contracts through one-on-one consultations with major local distribution vendors, significantly boosting the likelihood of successful deals.

Underlining this momentum, KOECO's CEO, Joo Wan-soo, emphasized the contemporary relevance of the ASEAN market as a strategic foothold in the post-China era, expressing hopes that this exhibition would facilitate the establishment of local production bases and strategic partnerships for Korean beauty companies. With Thailand recognized as a gateway to ASEAN, companies are expected to leverage their innovative ingredients and superior formulation techniques to secure robust export contracts beyond the exhibition period. KOECO's two-decade expertise in organizing specialized Korean pavilions in over 40 countries further supports emerging South Korean enterprises' market penetrability.