As K-Beauty continues to shape live shopping, social feeds, and global consumer desire, the question is shifting from what’s trending now to what comes next.

We’re entering a new phase of K-Beauty’s global influence—one where Western consumers are looking beyond novelty and toward products, rituals, and innovations that feel more personalized, emotionally resonant, and lifestyle-aligned.

So, what will define this second wave of K-Beauty? Which consumer needs are gaining momentum and where are brands finding white space to stand out?

Join our Director of Beauty & Wellness, Mallory Huron, at In-Cosmetics Korea as she explores the undercurrents shaping K-Beauty’s next evolution, the innovations resonating with Western consumers, and the cultural shifts redefining beauty expectations worldwide.

Location: COEX, Seoul, South Korea