The short answer

Intercharm Korea is a business-to-business beauty show held at COEX in Seoul. VVBETTER, a Korean mindful skincare brand, Made in Korea since 2021, exhibited at the 2025 edition, July 2–4, to reconnect with existing partners and meet distributors and retailers interested in Korean beauty. This page explains how the show differs from the other Korean expo we attend, what buyers can do there, and how to start a trade conversation with us.

What Intercharm Korea is

Official Intercharm Korea 2025 poster showing the dates July 2-4, 2025, COEX Seoul, and the organizers RX K Fairs and Seoul Messe
The 2025 Intercharm Korea poster: July 2–4, 2025, COEX, Seoul.

Intercharm Korea is a trade exhibition for the beauty industry, organized by RX K Fairs and Seoul Messe and held at COEX, the convention center in Seoul's Gangnam district. The 2025 edition ran from July 2 to July 4. What sets it apart is the range of the supply chain it covers, from personal care ingredients to finished products. The organizer's categories include cosmetics and perfumery, OEM/ODM and private label, packaging, haircare, professional beauty and salon equipment, nail art, semi-permanent and eyelash products, and medical beauty.

That breadth means two kinds of visitors walk the same aisles: people looking for finished brands to sell, and people looking for manufacturers, ingredients and packaging to build their own.

VVBETTER at Intercharm Korea 2025

Our own post about the show is short and specific, so we will keep to it. VVBETTER took part as an exhibitor on July 2–4, 2025 at COEX. The purpose was to reconnect with established partners and to meet companies interested in Korean beauty, particularly distributors and retailers. The post also noted that VVBETTER products were already available in more than 30 countries, and that interested companies could get in touch through the website or visit us at K-Beauty Expo Korea 2026. We do not publish visitor counts or deal sizes from the show.

For a distributor the useful question is what the brand stands for before the first sample. VVBETTER joins "very-very" and "better", and the dot above the V marks a moment of focus. The working principles are clean and thoughtful formulations, a mindful approach to skincare, and at least six months of development for every product. The range runs across Blue (base skincare for hydration, soothing and the skin barrier), Purple (extra skincare for elasticity and regeneration, aimed at mature skin), Green (the Jeju Yuja line for balance and clarity) and the Solution Series serums, REGLOW, REWIND and REFINE. The current brand profile cites more than 35 distributor partners worldwide.

Intercharm Korea and K-Beauty Expo Korea compared

If you plan a buying trip to Korea, it helps to know how our two Korean shows differ.

Intercharm Korea K-Beauty Expo Korea
Venue COEX, Seoul KINTEX, Goyang (Gyeonggi-do)
VVBETTER's edition July 2–4, 2025 (attended) October 15–17, 2026 (upcoming), Booth 4C34
Organizers RX K Fairs and Seoul Messe KINTEX and KOTRA
Emphasis Ingredients, manufacturing, packaging and finished products Twelve sectors, from skincare and makeup to OEM/ODM and vegan beauty

Our 2026 plans are in the K-Beauty Expo Korea 2026 visitor guide.

The cleanser tied to that summer: Jeju Yuja Balancing Bubble Cleanser

Jeju Yuja Balancing Bubble Cleanser pump bottle with a pale green foam spilling onto a white surface against a dark background
The Jeju Yuja Balancing Bubble Cleanser: a pump bottle that dispenses a fine foam.

VVBETTER's newsroom files its Intercharm 2025 post alongside this product, so it is a good moment to explain it. It is a 145 ml pH 5.5 foaming cleanser in the Green Line, the Jeju Yuja line made for oily, combination and sensitive skin, and also for skin prone to breakouts. In Korea it is registered with the MFDS as a functional cosmetic for skin prone to breakouts, and it is vegan-certified.

  • Mild AHA & BHA: BHA (salicylic acid) 0.5% (5,000 ppm) and AHA (citric acid) 0.62% (6,200 ppm) for gentle exfoliation in a wash-off format.
  • Jeju yuja and zinc PCA for the line's balance focus, with Lactobacillus ferment lysate 0.5% and niacinamide.
  • Coconut-derived cleansing agents, including coco-betaine and coco-glucoside, so the foam stays mild.

To use it, shake the bottle (it contains a small amount of natural colorant), press the pump 2–3 times, massage the foam over a damp face and rinse with lukewarm water. Morning and evening are both listed; if your skin is new to acids, start with one wash a day and patch test first. Pair it with a toner or pad in the next step. Two acid formulas, two different jobs explains how it differs from our AHA toner, and the Bubble Cleanser guide covers the details.

For buyers and distributors

  1. Send your company, country and channel through the wholesale page, or write to customer@vvbetter.com.
  2. Say which lines interest you: Blue, Purple, Green or the Solution Series.
  3. Ask for documents by name: ingredient lists, vegan certificates for the products that carry them, EU CPNP and UK SCPN notifications and the GMP certificate.
  4. Check market restrictions for each product in your country.

Quick answers

Is Intercharm Korea open to consumers?

It is a trade show aimed at industry professionals. Check the organizer's registration page for the current rules before planning a visit.

Did VVBETTER exhibit at Intercharm in 2025?

Yes. VVBETTER exhibited on July 2–4, 2025 at COEX in Seoul.

How is the Bubble Cleanser different from a regular foaming cleanser?

It is a Green Line cleanser formulated at pH 5.5 with mild AHA & BHA (BHA 0.5%, AHA 0.62%) in a wash-off format, so it is used briefly and rinsed away rather than left on the skin.

Where to go next