The Korea Times
Italian beauty companies are stepping up their push into Asia’s most dynamic cosmetics market at Italian Beauty Days 2026, a two-day event in Seoul that brings together 16 Italian brands with Korean buyers for business-to-business (B2B) meetings, product showcases and technology demonstrations. Organized by the Italian Trade Agency in collaboration with the Cosmetica Italia association, the event — now in its third year — aims to expand Italian companies’ presence in Korea while fostering cross-border partnerships. The event highlights a wide range of products, including skincare, haircare, fragrances and professional beauty solutions, alongside emerging technologies such as AI-powered skin analysis tools. For many participating brands, Korea represents both an opportunity and a challenge. Known for its highly competitive and trend-driven beauty industry, the country is often seen as a testing ground for global expansion. “We are a relatively young brand, founded in 2017, and Asia is already our biggest market,” said Anna Rita Sollazzo, founder of Italian haircare brand Right
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