The short answer

Cosmoprof North America is the largest US trade show for the professional beauty business. The 2022 edition ran from 12 to 14 July at the Las Vegas Convention Center, and VVBETTER took part in the Korea Pavilion, our first show in the United States. This page explains what the show is, what we had with us, and how US buyers and shoppers can reach us now.

VVBETTER is a Korean mindful skincare brand, Made in Korea since 2021, working toward very-very better skin.

What Cosmoprof North America is

Cosmoprof North America is the American edition of the Cosmoprof beauty trade fairs, which also run in Bologna and Asia. It is a trade event: the audience is retailers, distributors, investors, brands, suppliers and press rather than the general public. The 2022 edition was the 19th, and it moved to the Las Vegas Convention Center from its earlier home at Mandalay Bay. The organisers reported about 32,000 attendees and more than 1,100 exhibiting brands, and it was the first year that the packaging and supply-chain section, Cosmopack North America, had its own hall.

The show also hosts country pavilions, where companies from one country exhibit together. Korea was one of nine nations with a pavilion in 2022, which is how a young Korean brand can appear in front of US buyers without building a stand alone.

VVBETTER booth in the Korea Pavilion at Cosmoprof North America 2022, Las Vegas, with product boxes, wall posters and brochure rack
Our booth in the Korea Pavilion, 2022. The fascia above it reads KOREA, with the logo of the International Beauty Industry Trade Association (BITA).

What VVBETTER brought in July 2022

For a young brand, the Korea Pavilion was a chance to explain what VVBETTER stands for in a few sentences. The name joins "very-very" and "better", and the dot above the V is a moment of focus, a reminder to slow down. Our approach follows from that: 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.

The photo above shows stacked product boxes on two counters, three wall posters, a small meeting table and a rack of printed brochures. One poster is for the Teca Lifting Moisture Cream. According to our own launch timeline, the range in July 2022 consisted of the products below, and the Firming Eye Cream joined it that same month.

The first four belong to the Blue line, our base skincare line for hydration, soothing and skin-barrier care, aimed at dry, sensitive or dehydrated skin. The Firming Eye Cream is part of the Purple line, our extra skincare line for firmness and elasticity, made with mature skin in mind. The same names are in the range today. Ingredient lists and sizes can change between production runs, so read the current product page before you buy.

Teca Lifting Moisture Cream 50 ml jar with white lid
Teca Lifting Moisture Cream, the product shown on the right-hand poster in our Las Vegas booth.

What a US buyer can ask a Korean brand at a show

A pavilion makes the first conversation easy; the second conversation is where paperwork decides. Whatever brand you meet, these are fair questions:

  1. Is every product labelled in English, with a complete ingredient list?
  2. Which items are not available in the US? (For us, Daily Airfit Sunscreen is not shipped to the United States.)
  3. Who ships, from where, and in which currency are prices quoted?
  4. What certificates and notifications can the brand provide on request?
  5. Can the brand support a small first order rather than a large launch?

How to start a trade enquiry

  1. Go to the wholesale and distribution page and tell us your channel: store, online shop, clinic or distributor.
  2. Add your state or country, and the brands you carry today.
  3. Ask for the documents you need. We can send ingredient lists and the certificates and notifications we hold.
  4. We ship all orders from Seoul and quote in US dollars. Questions that do not fit the form can go to customer@vvbetter.com.

If you shop as a US customer

Each product listed above can be ordered from this store and ships from Seoul. Prices are in US dollars and you can pay with PayPal or a card. Free-shipping thresholds are shown in your cart and at checkout. Unopened, unused items can be returned within 30 days, and approved returns use a prepaid label.

Firming Eye Cream 30 ml lavender twist-and-pump bottle
Firming Eye Cream, which joined the range in July 2022.

Where we were next, and what comes next

Today the range also includes the Green line, the Jeju Yuja line for purifying and balance in oily, combination or breakout-prone skin, plus the Solution serums REGLOW, REWIND and REFINE. VVBETTER has now taken part in over 12 international beauty expos and works with more than 35 distributor partners worldwide. We returned to Las Vegas the following July; see our Cosmoprof North America 2023 archive. The next show is K-Beauty Expo Korea 2026, 15–17 October at KINTEX Hall 1, booth 4C34, where VVBETTER is a Silver Sponsor. More in the K-Beauty Expo 2026 post.

Quick answers

When and where was Cosmoprof North America 2022?

It was held on 12–14 July 2022 at the Las Vegas Convention Center in Nevada.

Is Cosmoprof North America open to consumers?

It is a trade show for beauty professionals, so individual shoppers should buy through the store instead. Retailers and distributors can enquire through the wholesale page.

Can I buy VVBETTER in the United States today?

Yes, from this store, shipped from Seoul. The one exception is Daily Airfit Sunscreen, which we do not ship to the US.

Where to go next