The Korea Cosmetics Industry Institute, led by Director Jo Shin-haeng, has successfully facilitated the entry of domestic beauty brands into the Central and South American markets at the K-EXPO MEXICO 2026, held from September 24 to 27 at the World Trade Center in Mexico City. This initiative generated significant export consultations and partnerships as part of its ongoing project supported by the Ministry of Health and Welfare.
Having previously held events in Los Angeles and Paris, this expo marks the third installment this year aimed at promoting K-beauty. Approximately 40,000 visitors attended the event, where the institute showcased K-beauty products and brands to local consumers through an exhibition and experiential zone.
The exhibition area featured diverse programs, including product showcases, live demonstrations, AI skin diagnostics, personal color analyses, and point makeup sessions. Participating companies such as BeWells, One by Zero, and Dr. J. Cos participated in hands-on brand marketing, directly introducing their products’ features and applications to local consumers. They also leveraged photo stations and social media sharing to enhance online visibility for in-person experiences.
On the main stage, beauty play specialist makeup artists demonstrated K-beauty trends and product applications through makeup techniques inspired by K-pop idols and drama actors, further engaging attendees.
Additionally, the institute organized business consultations involving ten small and medium-sized cosmetic enterprises. Through a total of 178 business consultations with 45 local buyers, these sessions generated export consultation amounts reaching $12.11 million, alongside the signing of ten memorandums of understanding (MOUs) valued at $1 million.
Director Jo Shin-haeng remarked that the expo provided a valuable space for domestic SMEs to connect with Central and South American consumers and identify new export opportunities. He emphasized the institute's commitment to supporting the expansion of Korean firms into overseas markets by integrating consumer experiences with business consultations.
