Shin Yoo-jung, CEO of Able C&C, presented insights into the growth of K-Beauty and its potential in the European market at the Orientrade Beauty Night Club event held on the 16th (local time) during Milano Beauty Week 2026. The event took place at the Hotel VIU Milan and was attended by over 400 beauty industry professionals, media representatives, and influencers.
In her address, Shin identified the high expectations of South Korean consumers as a driving force behind K-Beauty's global competitiveness. She noted that South Korean consumers prioritize not only the ingredients and functions of cosmetics but also the effects on skin health, driving brands toward continuous product improvement and innovation.
Shin also highlighted the perception that 'makeup is an extension of skincare' as a key factor in product innovation within K-Beauty. This notion reflects a growing demand for products that do not merely conceal skin imperfections but also fulfill both skincare and makeup functionalities, effectively blurring the line between the two categories.
As a representative example, she cited Missha's BB cream, which combines skincare, makeup, and UV protection in a single product, exemplifying the functional and convenient characteristics of K-Beauty. The event showcased Missha's BB cream alongside other products such as primers and skincare items containing PDRN NAD+.
Shin emphasized the importance of respecting the long-standing heritage of the European beauty industry for the long-term growth of K-Beauty, referencing many brands with histories extending over a century.
She remarked, “There is much to learn from Europe’s longstanding beauty brands,” expressing hope that K-Beauty can continue to innovate while maintaining its essence to produce brands that can stand the test of time. She added, “We will do our best for Missha to become one of those brands.”
The global expansion of K-Beauty is evident in business performance metrics, with Able C&C reporting a 48% year-on-year growth in European sales for Q2 2026, marking the highest quarterly sales on record. Overall, overseas sales increased by 38% during the same period, reaching a 75% share of total sales.
Shin's emphasis on the 'harmony of innovation and heritage' represents a strategic direction for K-Beauty to develop long-term brand value in the European market, aiming to combine the lessons learned from Europe’s enduring brands with K-Beauty's ongoing innovation to create lasting global brands.
