The Korea Beauty Industry Trade Association (KOBITA) is showcasing Korean beauty firms at the ‘InterCHARM 2026’ exhibition in Moscow, Russia, from October 14 to 17, under a government-supported Korean pavilion by KOTRA. This event marks the 33rd iteration of InterCHARM, the leading professional exhibition in Russia for the cosmetics and fragrance industry, covering a wide array of sectors from cosmetics and fragrance to beauty devices and aesthetic products.
This year, approximately 1,700 companies are participating in the exhibition at Crocus Expo, attracting local Russian companies and global beauty industry stakeholders to share the latest industry trends. With continuing consumer interest in skin care and functional cosmetics, the Russian beauty market has become a focal point for K-Beauty brands.
Products particularly addressing moisturizing, skin calming, and anti-aging concerns are garnering attention from Russian consumers. Korean cosmetics, characterized by superior quality and innovative ingredients and technologies, are establishing their competitive edge in the local market.
Amid this favorable market environment, KOBITA is supporting 11 promising domestic beauty companies that have been selected to participate in the Korean pavilion. The represented companies cover a wide range of product categories, including skincare, color cosmetics, aesthetic products, beauty devices, and fillers, showcasing the extensive product competitiveness and technological prowess of the Korean beauty industry.
These participating companies engage directly with local importers, distributors, and beauty professionals to explore new business opportunities and export consultations. They are particularly focusing on understanding consumer preferences and distribution structures in Russia, ensuring they propose products that align with local buyer demands.
This year, an integrated Korean pavilion has been established, combining the KOTRA government-supported pavilion with the one organized by KOECO, a specialist in overseas exhibitions. Both organizations have applied a unified design and promotional elements throughout the Korean pavilion, enhancing the visibility of K-Beauty products and facilitating easier recognition and access for local buyers.
This collaborative approach not only promotes individual companies' products effectively but also conveys the overall excellence and diversity of the Korean beauty industry, increasing interest across the entire pavilion. By displaying a diverse range of product offerings together, Korean companies are providing Russian buyers with ample options.
Additionally, KOBITA has signed a memorandum of understanding (MOU) with Tatiana Puchkova, President of the Russian Perfumery and Cosmetic Association (PCAR), at the exhibition. This agreement aims to foster mutual development and exchange between the beauty industries of both nations, enhancing cooperation through sharing industrial information and market trends.
The MOU establishes a foundation for ongoing collaborative relationships in various fields, including information exchange about the beauty industry, cooperation in exhibitions and industrial events, and expanding networks between companies of both countries. KOBITA plans to leverage this agreement to further expand its network within the Russian beauty industry, ensuring domestic firms can build sustainable business relationships with local markets and distributors.
KOBITA Honorary Chairman Kim Seong-su remarked, “InterCHARM 2026 is a significant venue for domestic beauty companies to directly assess local market demands and discover new business opportunities. Through the operation of the KOTRA-supported Korean pavilion and the establishment of the integrated Korean pavilion, we aim to widely promote K-Beauty’s competitiveness and expand the ongoing exchanges and practical cooperation between the beauty industries of Korea and Russia.” KOBITA continues to engage in various activities to support the international market entry of domestic beauty companies.
