Cosmoprof Worldwide Bologna 2023: VVBETTER in the Korea Pavilion

The short answer

Cosmoprof Worldwide Bologna is the beauty industry's large annual trade fair, held at BolognaFiere in Bologna, Italy. VVBETTER, a Made in Korea mindful-skincare brand, took part in the 54th edition, 16–20 March 2023, as part of the Korea Pavilion. This page covers what the show is, what our range looked like then, how buyers can prepare, and how to start a trade enquiry.

What is Cosmoprof Worldwide Bologna?

Cosmoprof Worldwide Bologna is a business-to-business fair for the cosmetics industry. It is organised by BolognaFiere, and the organiser describes it as the leading B2B event for the sector. It is built for people who buy and sell beauty products professionally: retailers, distributors, importers, salon owners and the suppliers behind the products.

In its closing report, the organiser put the 2023 edition at more than 250,000 attendees from 153 countries and 2,984 exhibitors from 64 countries, with 29 country pavilions. Those are the organiser's figures for the whole fair, not numbers from our stand.

What VVBETTER is

VVBETTER is Korean skincare, made in Korea since 2021. The name joins “very-very” and “better”, and the dot above the V stands for a moment of focus. The approach is mindful skincare: clean and thoughtful formulations, no unnecessary or harsh components, and at least six months of dedicated development for every product. The range is built in lines with separate roles. The Blue Line is base skincare for hydration, soothing and the skin barrier, suited to dry, sensitive or dehydrated skin. The Purple Line is extra skincare for vitality, elasticity and regeneration, suited to mature skin. Today the brand works with more than 35 distributor partners worldwide and has taken part in over 12 international beauty expos.

Why we exhibited in the Korea Pavilion

A country pavilion is a shared area where companies from one country exhibit under a common banner. For a brand like ours, it is a way to meet European buyers and distributors in a single week, face to face, with the products on the table.

The photographs in this post come from our own team. They show a white stand with the VVBETTER sign, a glass display case holding tubes and jars, printed information cards and a QR code on the counter, and visitors reading and asking questions. We have not published a visitor count or a list of agreements from this show.

What VVBETTER's range looked like in March 2023

By the time of the fair, the range was smaller than it is today. According to our own launch timeline, these products were already on sale or launched that month.

The Jeju Yuja Balancing Pad followed in April 2024, and the Green Line and the three Solution serums came after that. Today's range has 17 products across four lines, and the products above now sit in the Blue and Purple lines.

If you are a buyer: getting more from a large fair

A fair with thousands of exhibitors pays off with preparation. These steps usually matter most.

1. Pick your section first. Finished products, packaging and salon supply sit in different parts of the programme,.
2. Book meetings before you travel. The busiest stands are easier to visit by appointment.
3. Ask for the full ingredient list and the amounts. A complete list lets your regulatory and product teams review it.
4. Ask about market paperwork. For Europe and the UK, buyers usually ask about product notification (CPNP and SCPN) early, and it is reasonable to request the related documents.
5. Cover the commercial basics. Settle minimum order quantities, lead times and shipping origin early.
6. Follow up quickly. A short email within a week or two, naming the products you liked and the questions that remain, keeps things moving.

How to start a trade enquiry with VVBETTER

You do not need to have been in Bologna to talk to us. If you run a store, an online shop, a clinic or a distribution business, use the wholesale enquiry page and tell us three things: who you are and which country you work in, how you sell (retail, online, professional or distribution), and which lines interest you. You can also write to customer@vvbetter.com. Tell us which documents you need, and we will reply with what we can provide.

To meet the team in person, our next show is K-Beauty Expo Korea 2026 at KINTEX Hall 1, Booth 4C34, on 15–17 October. The visit details are here.

For customers: where to start with the products

If you are here as a customer rather than a buyer, the products above are all in the store. The skin quiz is a quick way to find a starting point, and each product has its own guide, for example the AHA Boosting Toner guide. Every day, very very better is the idea.

Quick answers

When was Cosmoprof Worldwide Bologna 2023?

It ran from 16 to 20 March 2023 at BolognaFiere in Bologna, Italy.

Is Cosmoprof Worldwide Bologna open to consumers?

No. It is a trade fair for beauty industry professionals. If you want to buy VVBETTER as a customer, the store is the place to do it.

Can I enquire about VVBETTER without attending a fair?

Yes. Send an enquiry through the wholesale page at any time of year.

Where to go next

• Start a trade enquiry — for stores, distributors and clinics
• K-Beauty Expo Korea 2026 — where to find us on 15–17 October
• All our exhibitions — the full archive
• Cosmoprof North America 2023 — our next show after Bologna in 2023