Many brands are unfamiliar with everyday cosmetics. Although the names are familiar, there were many cases where people passed without knowing what products they were making or what value they contained. The 2025 Interchram Korea Expo held at COEX on July 4 was a place where people could directly check the contact point between brands and consumers. The tour as a group of university students was an opportunity to understand new brands and examine the current trend of the beauty market in detail.
Standout composition, memorable brand
; The first thing I felt was the composition and exhibition method of the booth. There were few booths that listed only products, and the brands clearly expressed their philosophy and concepts. It was well conveyed what standards the products were being made, such as brands emphasizing natural ingredients and brands that practice environmental protection and opposition to animal testing. The brand’s attitude was more impressive than the appearance.
It’s a place where you feel it with your body rather than with your eyes
; I was able to test the product myself, and there was also a makeup experience space where I could apply it directly to the skin beyond the back of my hand test. I was able to check the options that fit me in detail, not just trying the product myself. I was able to understand the functions and instructions immediately while listening to the employee’s explanation, and I was able to understand the product more deeply thanks to the experience combined with technology.
The number of people-centered beauty brands was increasing
; Brands that thought about “who will use it and how” rather than functions or ingredients stood out. It was confirmed that the direction of the product is widening, such as the color composition that reflects various skin tones, the hypoallergenic formula for sensitive skin, and the lineup that is designed to be used with confidence by people with certain dietary standards.
2025 Intercham Korea was a place where you could see the present and future directions of various brands at a glance. I was able to access a lot of information in a short period of time and helped me understand the brand’s identity and market trend. This experience, which I recorded while working as a university student press corps, is expected to serve as an opportunity to look at the beauty sector from a broader perspective in the future.
US ASIA JOURNAL K-UNIV REPORTER
SUNGA PARK
