By Honorary Reporter Maria Zubkova from Ukraine

Photos = Maria Zubkova

In the Czech capital of Prague, spring heralds the beginning of the exhibition season. The trade fair For Beauty from April 11-12 at Prague Exhibition Center caught my attention because of its Korean pavilion; resistance was impossible.

The Korean booth at the For Beauty trade fair showcases 22 brands.

The Prague office of the Korea Trade-Investment Agency ran the Korean section, showcasing 22 brands. While they enjoy strong recognition in Korea, many are still trying to enter Europe.

As a long-time enthusiast of Korean cosmetics and beauty, I was interested in how these brands position themselves on the European market. The presentations of the brands exceeded my expectations.

The Korean section displays innovative skincare approaches.

The exhibition provided opportunities for product testing and interactions with brand representatives, including business meetings. This format helped European distributors and beauty professionals grasp the philosophy behind the Korean beauty sector, which emphasizes thoughtful formulations, premium ingredients and a comprehensive approach to skincare.

I sampled products and observed professional meetings. What struck me was the brands' focus on skin health rather than superficial beauty, a hallmark of Korean skincare that prioritizes gentle, mindful and sustained care.

Visitors explore Korean beauty products at the Korean section.

This was my first visit to a beauty exhibition, and it was surprisingly engaging. Genuine visitor curiosity was displayed in their questions about Korean products and texture experiments.

The event reinforced my understanding of beauty as a vehicle for cultural exchange, and perhaps this dimension is what sets the Korean industry apart.

msjeon22@korea.kr

*This article is written by a Korea.net Honorary Reporter. Our group of Honorary Reporters are from all around the world, and they share with Korea.net their love and passion for all things Korean.