The short answer

COSMOBEAUTY SEOUL is a business-to-business cosmetics and beauty trade show held at COEX in Seoul. The 2022 edition ran from 26 to 28 May, and it was VVBETTER's first trade show. This archive page explains what the show is, which products we brought, and how a buyer can open a trade enquiry with us today.

VVBETTER is a Korean skincare brand, Made in Korea since 2021, built around one idea: very-very better skin through mindful skincare.

What COSMOBEAUTY SEOUL is

The Seoul International Cosmetic and Beauty Industry Expo, usually written COSMOBEAUTY SEOUL, is a cosmetics fair for the beauty trade: brands, suppliers, distributors and retailers meet at COEX, the convention centre in Seoul's Gangnam district. The 2022 edition, branded "the 36th", took place on 26–28 May 2022 under the theme "Valuable Beauty". Organisers grouped exhibitors around ideas such as vegan, active, lifestyle, upcycled and eco-friendly products, and the fair ran alongside the International Health Industry Fair.

For a Korean skincare brand, a show like this is a practical first step. Buyers can compare many labels in one hall, and a brand learns quickly which questions buyers ask before anything is ordered.

VVBETTER hanging banner above the booth entrance at COSMOBEAUTY SEOUL 2022, COEX, Seoul
The VVBETTER banner above our booth at COSMOBEAUTY SEOUL 2022.

Where VVBETTER stood in May 2022

VVBETTER launched in May 2021, so we came to COEX as a brand barely a year old. The name joins "very-very" and "better", and the dot above the V marks a moment of focus: a reminder to slow down and be present. "Very-very better skin" is our working approach as much as a slogan: clean and thoughtful formulations, a balanced blend of ingredients that stays gentle even on sensitive skin, and at least six months of development for every product. According to our own launch timeline, four products had been released by then, all from what is now our Blue line. Products with the same names are in the range today; because ingredient lists and sizes can change between production runs, always read the label and product page for the version you are buying.

Product Launched Role in a routine Worth knowing
AHA Boosting Toner July 2021 Toner step AHA 0.52% plus BHA 0.1% at pH 5.5; applied with a cotton pad
Teca Lifting Moisture Serum July 2021 Serum step Dropper bottle, 2–3 drops; contains a complex of 8 peptides
Teca Lifting Moisture Cream July 2021 Moisturiser step Contains hyaluronic acid and centella extract, plus 9 peptides
5.5 Soothing Cleansing Foam March 2022 Cleanser step Low-pH foam, about 1–2 cm squeezed from the tube

Together they make a four-step base: cleanse, tone, serum, cream. This is what we now call the Blue line, our base skincare line, centred on hydration, soothing and skin-barrier care for dry, sensitive or dehydrated skin. If you want to see how the steps fit, the Blue line sits in its own collection.

What the booth looked like

The photos below are from the show floor. They show our white display wall with product shelves, a counter for sampling, and a round table where longer conversations took place.

Two people examining a skincare product at the VVBETTER booth counter during COSMOBEAUTY SEOUL 2022
Looking over a product at the booth counter.
Three people seated at a round table at the VVBETTER booth with papers, phones and a calculator
A seated meeting at the booth table.
VVBETTER booth at COSMOBEAUTY SEOUL 2022 with team members behind a counter under the display wall
Team members at the booth counter beneath the product display wall.
Visitors gathered at the VVBETTER booth counter looking at product and phones
Visitors at the counter.
VVBETTER booth with product shelves and two team members and a visitor at the counter
The booth from the aisle side.
VVBETTER booth counter with several visitors consulting product cards at COEX
Another view of the counter during the show.
Three people standing in front of the VVBETTER display wall at COSMOBEAUTY SEOUL 2022
In front of the display wall.

Seven questions to ask any brand at a beauty trade show

You do not need to be a professional buyer to learn from a show like this. These questions apply to us and to any other brand at the fair, and they are also a good reading list for an online shopper comparing labels.

  1. Can I see the full ingredient list, not only the highlights on the front?
  2. Which ingredients are named with an amount, and which are only "included"?
  3. How is the product applied (dropper, pump, pad, tube) and how much per use?
  4. Where in a routine does it go, and what should it not be combined with?
  5. Which countries is it documented for, and what paperwork is available on request?
  6. Who makes it, and who distributes it in my market?
  7. Is there a patch-test or sun-protection note I should know about?

Our own answer to the ingredient question is in a short guide to reading an ingredient list before checkout.

How to start a trade enquiry with VVBETTER

  1. Open the wholesale and distribution page and say what kind of business you run: retail shop, online shop, distributor, clinic or spa.
  2. Name your country and the brands you already carry, so we can see where VVBETTER would fit.
  3. Ask for the documents you need, for example ingredient lists and certificates, and for the product information that suits your channel.
  4. For anything else, write to customer@vvbetter.com.

The range today

Since that first show VVBETTER has taken part in over 12 international beauty expos and works with more than 35 distributor partners worldwide. The range has grown to three lines. Blue is the base skincare line described above. Purple is our extra skincare line, built around firmness, elasticity and renewal, and made with mature skin in mind. Green, the Jeju Yuja line, focuses on purifying and balance for oily, combination or breakout-prone skin, and is formulated for sensitive skin too. Three Solution serums sit alongside them: REGLOW, REWIND and REFINE.

If you are a customer rather than a buyer

Everything shown above is available from the store. Start with the 5.5 Soothing Cleansing Foam if you want one simple step, or browse the Blue line collection linked above. All orders ship from Seoul, and the return policy is on the refund page.

Next show: K-Beauty Expo Korea 2026

Our next appearance is K-Beauty Expo Korea 2026 on 15–17 October at KINTEX Hall 1, booth 4C34, where VVBETTER is a Silver Sponsor. Details are in our K-Beauty Expo 2026 post.

Quick answers

When and where was COSMOBEAUTY SEOUL 2022?

It was held at COEX in Seoul on 26–28 May 2022.

Was this really VVBETTER's first trade show?

Yes. Our exhibition timeline begins here, with later shows in Las Vegas, Goyang, Singapore and Bologna following.

Can consumers buy the products that were on the booth?

Yes. The toner, serum, cream and foam listed above are sold on this store under the same names, so check each product page for the current label.

Where to go next