Cosmoprof Asia Hong Kong 2024: What It Is and What We Showed

The short answer

Cosmoprof Asia is the Hong Kong trade fair of the Cosmoprof beauty network, where brands meet buyers from across Asia and beyond. VVBETTER, a Korean mindful skincare brand, Made in Korea since 2021, exhibited at the 2024 edition on November 13–15, previewed a product planned for early December 2024, and spent the three days with long-standing partners and new contacts. If you buy for a store or distribute beauty brands, the checklist below shows how to follow up with us.

What Cosmoprof Asia is, and why Korean brands go

Cosmoprof Asia is the Asian edition of Cosmoprof, a family of beauty trade shows run by BolognaFiere Group and Informa Markets. It is a business-to-business event: the people walking the aisles are retailers, distributors, importers, salon and spa operators and other beauty professionals rather than everyday shoppers. The 2024 edition ran November 13–15 in Hong Kong at the Hong Kong Convention and Exhibition Centre. Its packaging, ingredient and manufacturing sister show, Cosmopack Asia, ran one day earlier at AsiaWorld-Expo.

For a skincare brand the appeal is practical. Buyers from many markets are in one building on a fixed schedule, so a brand can hold a dozen first conversations in a day that would otherwise take months of emails and time zones. For a buyer, the same logic works in reverse: you can compare several Korean formulas, ask for documents and meet the people who answer your questions afterwards.

VVBETTER at Cosmoprof Asia 2024

What we can say from our own notes and photos from the show:

• Dates and place: November 13–15, 2024, Hong Kong.
• A product preview: VVBETTER previewed a product that was planned to launch in early December 2024. The name was not announced in our post about the show, so we do not name it here.
• A lucky draw: the booth ran a lucky draw with VVBETTER products as prizes, visible on the sign in the photo above.
• The people side: the three days were spent reconnecting with existing partners and meeting new contacts, which is the main reason most brands attend.

We do not publish visitor counts, order values or deal sizes from the show, because none of them are figures we can stand behind in public.

What a buyer sees on the shelf

The name VVBETTER joins "very-very" and "better", and the dot above the V marks a moment of focus. Behind it sit three working principles: clean and thoughtful formulations, a mindful approach to skincare, and at least six months of development for every product. The range is organized so a buyer can read it quickly:

• Blue Line: base skincare for hydration, soothing and the skin barrier, aimed at dry, sensitive or dehydrated skin.
• Purple Line: extra skincare for vitality, elasticity and regeneration, aimed at mature skin.
• Green Line (Jeju Yuja): cleansing and balance for oily, combination and sensitive skin.
• Solution Series: three serums, REGLOW, REWIND and REFINE.

The brand profile we hand to partners cites more than 35 distributor partners worldwide and participation in over 12 international beauty expos, which is the context for a show like this one.

Where Hong Kong 2024 sits in the Cosmoprof circuit

Hong Kong 2024 was one stop in a run of Cosmoprof shows VVBETTER has attended since 2022. Each archive page shows what that edition looked like.

A short checklist for talking to a Korean brand at a trade show

These questions apply to any brand, ours included, and they work just as well by email after the show.

1. Say who you are: your country, your channel (store, online shop, distributor, clinic or spa) and the categories you already carry.
2. Ask for ingredient amounts with ingredient names. A percentage on its own can mislead; the amount of what, in which base, is what matters.
3. Ask which documents exist for your market, for example full ingredient lists, vegan certificates for the products that carry them, EU CPNP and UK SCPN notifications, and a GMP certificate.
4. Ask about market restrictions. Some products cannot be shipped everywhere, so confirm each one for your country.
5. Agree the next step in writing before you leave the booth, with a name and a date.

VVBETTER's wholesale page collects trade enquiries, and customer@vvbetter.com reaches the same team if you prefer email.

If you shop rather than buy for a business

Trade shows are mostly invisible to shoppers, but they shape what reaches the shelf. Around the time of this show, the Jeju Yuja Cera Balancing Cream, a Green Line gel-cream made with ceramide microcapsules and MOISTURE TM B for balance and the skin barrier, had just been introduced at K-Beauty Expo Korea in October 2024, a month earlier. You can read how that gel-cream works in our Cera Balancing Cream guide or go straight to the product page.

Quick answers

Can anyone attend Cosmoprof Asia?

It is a trade fair. Visitors register with the organizer, and eligibility rules are set by the organizer, so check the current requirements on the official Cosmoprof Asia website before you travel.

Which product did VVBETTER preview in Hong Kong?

The product was planned for an early December 2024 launch, but its name was not announced in our post about the show, so we have not named it.

How do I ask about distribution after missing the show?

Use the wholesale page or write to customer@vvbetter.com with your country, channel and the categories you are interested in.

Where to go next

• Start a trade enquiry — for stores, distributors and clinics.
• All VVBETTER exhibitions — the full list of past and upcoming shows.
• K-Beauty Expo Korea 2026 visitor guide — our next show, October 15–17 at KINTEX, Booth 4C34.
• Jeju Yuja Cera Balancing Cream — the cream introduced a month before this show.