Korea.net: K-beauty takes center stage at International Beauty Expo in Malaysia

This article is part of the International Beauty Expo 2026 series

Published on Korea.net’s ​Site for ​Honorary Reporter​s on August 15, 2026

K-beauty takes center stage at International Beauty Expo in Malaysia

2026-08-15
By Honorary Reporter Ing Yeen Oh from MalaysiaPhoto by = Ing Yeen Oh

Twenty-seven Korean beauty brands and manufacturers showcased their products and technologies at the International Beauty Expo (IBE), a B2B trade show held at the Kuala Lumpur Convention Centre in Malaysia from June 13 to 16.

Touted as a “one-stop solution trading empire for beauty professionals”, the expo brought together industry buyers, suppliers and professionals from the beauty sector.

The Korea Pavilion at IBE 2026 featured 27 Korean beauty brands and manufacturers showcasing beauty products, technologies and professional solutions. (Photo by Ing Yeen Oh, taken at the International Beauty Expo 2026 at the Kuala Lumpur Convention Centre on June 15, 2026.) 

With more than 430 international exhibitors from 28 countries and five international pavilions, including China, Korea, Taiwan, Russia and Indonesia, IBE provided a platform for industry professionals to explore new products, emerging trends and business opportunities. An estimated 16,000 professionals attended the expo, which also hosted 300 business-matching sessions.

Among the Korean exhibitors were companies showcasing beauty devices, skincare technologies and professional beauty solutions. 

Representatives from several Korean exhibitors were interviewed during the event, providing insights into developments in beauty devices, skincare technologies and professional beauty solutions. 

Auracell, a health and beauty device company, highlighted the growing use of home-care devices in Korea, Japan and Europe. According to its spokesperson, such devices are still gaining ground in Southeast Asia, where consumers commonly turn to aesthetic centers and spas for similar treatments.

XenoHelix Co., Ltd. introduced its miPDRN technology, including a plant-based, vegan option. CEO Seong Wook Yang said he was encouraged to find that Malaysians were already familiar with PDRN, while the company is seeking partners to expand its products in the region.

XenoHelix Co., Ltd CEO Seong Wook Yang speaks about the company's miPDRN technology and plant-based, vegan options during an interview at IBE 2026. (Photo by Ing Yeen Oh, taken at the International Beauty Expo 2026 at the Kuala Lumpur Convention Centre on June 15, 2026.) 

Meanwhile, SKINLab Korea showcased the intersection of AI and K-beauty through BASUP, a personalized skincare system that analyzes individual skin data across 288 skin types. Its newly launched SKINEACH serum line was also introduced at the expo.

For Ester, which provides OEM, ODM and OBM solutions, IBE marked the company's first exhibition in Malaysia. A company representative described Malaysia as a potential stepping stone to other Southeast Asian markets, while the company also showcased its own skincare brand, Skin Butler.

Based on observations at the trade show, Korean beauty manufacturers continue to evolve beyond familiar skincare products, developing personalized and innovative solutions, new ingredients and professional beauty services. From beauty devices and AI-powered skin analysis to emerging ingredients and professional beauty solutions, the Korean exhibitors demonstrated how K-beauty is continuing to develop in response to changing consumer and industry needs. 

Korean exhibitor Rabogel's range of color gels and professional nail gels for nail artists on display at the International Beauty Expo 2026. (Photo by Ing Yeen Oh, taken at the International Beauty Expo 2026 at the Kuala Lumpur Convention Centre on June 15, 2026.)