The short answer
Cosmoprof North America is the main US trade fair for the beauty industry. Its 20th edition ran 11–13 July 2023 at the Las Vegas Convention Center, and VVBETTER, a mindful Korean skincare brand, returned to it with the Korea Pavilion for a second year. This page explains what the show is, what had changed in our range since 2022, what US buyers usually want to check, and how to start a trade enquiry.
What is Cosmoprof North America?
Cosmoprof North America is a business-to-business beauty fair held in Las Vegas. It is where retailers, distributors, investors, brand owners and media meet beauty brands, many of them looking for a way into the US market. Consumers do not attend; the programme is built for people who buy, sell and report on beauty products.
According to the organiser, the 2023 edition was its 20th, ran from 11 to 13 July 2023 at the Las Vegas Convention Center, and welcomed visitors and exhibitors from 108 countries. It reported attendance up 20% on the previous year and more than 1,100 exhibiting beauty brands. One of its programmes is a set of Country Pavilions, which introduce emerging international brands to the US market. Those figures describe the whole fair, not our stand.
What VVBETTER brings to a US conversation
VVBETTER has been made in Korea since 2021, and its name joins “very-very” and “better”; the dot above the V marks a moment of focus. In practice that means mindful skincare: clean and thoughtful formulations free from unnecessary or harsh components, at least six months of development for every product, and a balanced blend of ingredients that stays gentle even on sensitive skin. The lines have separate jobs. Blue is base skincare for hydration, soothing and the skin barrier, for dry, sensitive or dehydrated skin. Purple is extra skincare for vitality, elasticity and regeneration, for mature skin. The brand now works with more than 35 distributor partners worldwide and has joined over 12 international beauty expos.
Why a second year in Las Vegas
Our first Cosmoprof North America was in 2022 (you can read about it in our 2022 archive post). Trade relationships rarely form in one meeting. A second year gives a buyer who stopped by before the chance to see what has changed, and it gives us the chance to answer the questions they took home with them.
The sign above the stand reads Korea, with the International Beauty Industry Trade Association named on it. The photographs here come from our own team and show the stand and the people on it. We have not published visitor counts or a list of agreements from the show.
What had changed in the range since 2022
These products, all from the Purple Line, our extra-skincare line, were added between the 2022 show and the 2023 show, according to our own launch timeline.
| Product | Line | Launched |
|---|---|---|
| Daily Airfit Sunscreen | Purple | February 2023 |
| Gentle Purifying Mud Mask | Purple | February 2023 |
| Gentle Deep Cleansing Oil | Purple | March 2023 |
| Rejuvenating Squalane Mask | Purple | June 2023 |
Alongside them were the earlier Blue Line products and the Firming Eye Cream. The Jeju Yuja Balancing Pad came in April 2024, and the Green Line and the three Solution serums after that, so none of them were at this show. One point matters for US readers: Daily Airfit Sunscreen is not shipped to the United States, so it is not part of our US offer.
What US trade buyers usually check
Buyers who come to Las Vegas tend to arrive with a short, practical list. If you are preparing for a fair, or an enquiry, it is a good one to copy.
- Which products are available for the US. Ask for the list of products offered to the US market, not just the full range.
- Full ingredient lists with amounts. Your compliance and product teams will want the complete list and the labelling text, not a summary.
- Claims wording. Different markets phrase the same product differently. Ask how each product is described on the pack and on the website, and check it against your own standards.
- Shipping origin and timing. Our orders ship from Seoul. For a trade order, ask about lead times and shipping terms before you plan a launch date.
- Samples. Texture and scent matter. Ask which samples are available and how to request them.
How to start a trade enquiry
You can begin without waiting for the next fair. Open the wholesale enquiry page, tell us about your business and the country you sell in, and say which lines interest you. Email also works: customer@vvbetter.com. If you need particular documents, name them in your first message so we can tell you what is available.
In person, our next show is K-Beauty Expo Korea 2026 at KINTEX Hall 1, Booth 4C34, on 15–17 October. See the visit details.
For customers in the US
If you found this page as a customer, you can shop the range directly. The Purple Line collection holds the products that were new in 2023, and the skin quiz can point you to a starting step. Every day, very very better is how we hope it feels in use: small, steady changes to a routine you can explain.
Quick answers
When and where was Cosmoprof North America 2023?
It ran from 11 to 13 July 2023 at the Las Vegas Convention Center in Las Vegas, Nevada.
Is Cosmoprof North America open to the public?
No. It is a trade event for industry professionals such as retailers, distributors and media. Customers can buy VVBETTER from the store.
Is Daily Airfit Sunscreen sold in the US?
No. It is not shipped to the United States. The rest of the range is shown on the store, and thresholds for free shipping are shown in your cart and at checkout.
Where to go next
- Start a trade enquiry — for US and international buyers
- Cosmoprof North America 2022 — our first Las Vegas show
- K-Beauty Expo Korea 2026 — 15–17 October, Booth 4C34
- All our exhibitions — the archive
