The short answer
K-Beauty Expo Korea is an annual beauty exhibition at KINTEX in Goyang, close to Seoul. The 2023 show was its 15th edition and ran 12–14 October 2023 in KINTEX Halls 4 and 5. VVBETTER, a mindful Korean skincare brand, exhibited for a second year, and this page explains what the show is, what we had on sale at the time, and how an overseas buyer can make use of a show in Korea.
What is K-Beauty Expo Korea?
K-Beauty Expo Korea is a beauty exhibition held at KINTEX, an exhibition centre in Goyang, Gyeonggi Province, a short distance from Seoul. The official poster for the 2023 edition names KINTEX as host and KINTEX and KOTRA (the Korea Trade-Investment Promotion Agency) as organisers, and gives the dates as 12–14 October 2023 in Halls 4 and 5.
The show brings together Korean companies from across the beauty business. Published information on the 2023 edition lists finished cosmetics alongside hair care, nail care, aesthetics, raw materials, packaging and related services. For a skincare brand it is a place to meet the people who make, supply and sell Korean beauty, in Korea itself.
What VVBETTER is, in a few lines
VVBETTER is Korean skincare made in Korea since 2021. The name joins “very-very” and “better”, and the dot above the V symbolizes a moment of focus: slow down, be present. Behind it are three working principles, which are clean and thoughtful formulations, a mindful approach to skincare, and at least six months of dedicated development for every product. We aim for a balanced blend of ingredients that stays gentle even on sensitive skin. The brand now works with more than 35 distributor partners worldwide and has taken part in over 12 international beauty expos.
Why KINTEX is home ground for VVBETTER
VVBETTER is made and managed in Seoul, and every store order ships from there. Many of our exhibitions take place abroad, so a show in Korea is a different kind of conversation: we are close to our own team, our products and our paperwork, and a meeting at the stand can continue in Seoul. We took part in K-Beauty Expo Korea in October 2022 as well, so 2023 was our second KINTEX show in a row.
What VVBETTER had on sale in October 2023
By autumn 2023 the range had reached nine products, according to our own launch timeline. The newest was the Rejuvenating Squalane Mask, launched in June 2023.
| Line | Role | Products on sale by October 2023 |
|---|---|---|
| Blue | Base skincare: hydration, soothing and the skin barrier, for dry, sensitive or dehydrated skin | AHA Boosting Toner, Teca Lifting Moisture Serum, Teca Lifting Moisture Cream, 5.5 Soothing Cleansing Foam |
| Purple | Extra skincare: vitality, elasticity and regeneration, for mature skin | Firming Eye Cream, Daily Airfit Sunscreen, Gentle Purifying Mud Mask, Gentle Deep Cleansing Oil, Rejuvenating Squalane Mask |
Everything on that list is still in the range today and is grouped on the Blue Line and Purple Line pages. The Jeju Yuja Balancing Pad came in April 2024, and the Jeju Yuja Cera Balancing Cream was shown to visitors at KINTEX a year later, in October 2024. One note for US readers: Daily Airfit Sunscreen is not shipped to the United States.
What an overseas buyer can get from a show in Korea
We do not have visitor numbers or agreements from our stand to report, and we prefer to say so plainly. What we can offer is a practical view of why buyers travel to Korean shows.
- Many brands in one place. A buyer can compare several Korean companies in a few days instead of arranging separate trips.
- The product in your hands. Texture, scent and packaging are easier to judge with the product on the table.
- Questions answered by the right people. At a stand in Korea you can often speak with people who know the formulas and the paperwork, not only a sales contact.
- A reason to see Seoul. Visitors can pair the exhibition with meetings elsewhere in the country.
Bring your own list too: the market you sell in, your ingredient and labelling requirements, the quote currency and order sizes you work with, and the documents your compliance team will ask for.
KINTEX through the years
K-Beauty Expo Korea is held each autumn, and we have returned to it several times.
- October 2022: the 14th edition, our first KINTEX show — archive post
- October 2023: the 15th edition, the show on this page
- October 2024: KINTEX again, 17–19 October — archive post
- October 2026: K-Beauty Expo Korea 2026, KINTEX Hall 1, Booth 4C34, 15–17 October, where VVBETTER is a Silver Sponsor — visit details
Start a trade enquiry
If you run a store, an online shop, a clinic or a distribution business, open the wholesale enquiry page. Tell us which country you work in, how you sell and which products interest you. You can also email customer@vvbetter.com. Name any documents you need in your first message, and we will tell you what we can provide. You do not need to attend a show first. Every day, very very better starts with a conversation about what your customers need.
Quick answers
When was K-Beauty Expo Korea 2023?
It ran from 12 to 14 October 2023 at KINTEX in Goyang, Korea. It was the 15th edition of the expo.
Did VVBETTER exhibit at K-Beauty Expo Korea 2023?
Yes. It was our second year at the show, after October 2022.
Where can I meet VVBETTER at the next K-Beauty Expo Korea?
At K-Beauty Expo Korea 2026, KINTEX Hall 1, Booth 4C34, on 15–17 October 2026. We are a Silver Sponsor of that show.
Where to go next
- K-Beauty Expo Korea 2026 — Hall 1, Booth 4C34
- Wholesale enquiries — for stores and distributors
- All our exhibitions — the full archive
