Ahead of the beauty industry’s most exciting Asia-based expo, Cosmoprof Asia 2025 announces a segment rebrand, highlighting specialized topics to optimize the show’s visitor experience and tailor networking capability
With five months to go before Cosmoprof Asia 2025 welcomes the world’s beauty and cosmetic industry professionals to the dynamic city of Hong Kong, subtle changes are afoot.
As in previous years, the region’s most sought-after show will encompass Cosmoprof Asia’s finished products expo at the Hong Kong Convention and Exhibition Centre and Cosmopack Asia’s sourcing, manufacturing and distribution solutions for the supply chain sector at Asiaworld-Expo.
However, at this year’s show, running 11 to 14 November, new specialized segments will feature specific topics making it easier for exhibitors and attendees to target their visits and plan their networking.
Rebranding for a tailored show experience
The two new specialized segments for Cosmoprof Asia are:
- Perfumery, Cosmetics & Nail, dedicated to trends and innovations in the fragrance and cosmetics sectors.
- Hair and Beauty Salon, focusing on hair care for professional and retail channels, and the professional beauty salon market.
The main benefits of the new segments include tailoring the show experience so that attendees can more easily locate the most relevant products and solutions during their visit; creating swifter brand and attendee location and smoother collaboration and networking for deeper connections within the niche segments; and attracting more international exhibitors and buyers for enhanced show diversity overall.
“We are proud to announce this fresh new rebrand ahead of Cosmoprof Asia 2025,” says the Organiser. “We strive to ensure that the show increases its reputation as being the most dynamic beauty and cosmetics show in the region year-on-year.
We have introduced these new sub-segments in order to enhance the fair’s user-oriented approach, add to its invaluable focus on community and networking, and ensure an even wider international market catchment in order to increase current and future diversity. The rebrand, combined with Asia’s booming beauty market, forecast to reach US$302.82bn by 2029, and Hong Kong’s international reputation as a key regional business hub, highlights Cosmoprof Asia as an unmissable date within the beauty industry calendar.”
Cosmoprof Asia 2025: Four exhibitor previews
During the run up to the show, we reached out to four companies to get a glimpse of their plans, hopes and expectations for the fair. Their upcoming participation, presentations, innovations and trends were up for discussion, and uncovered some inspiring insights.
What are you expecting from your participation at Cosmoprof Asia 2025?
Julia Pilscikova, Export Manager & Expert Trainer, CARELIKA: Cosmoprof Asia is the leading beauty platform in the region, and we see it as a strategic opportunity to strengthen our brand visibility, connect with qualified distributors and professionals, and expand our commercial network. After a successful 2024 edition, where our product was shortlisted by Beauty Trends, we return with high expectations for new collaborations.
Hyunjeong (Lenny) Park, General Manager, Dos & Younique: We are excited to return to Cosmoprof Asia to strengthen our presence in the Asian beauty market and connect with regional distributors, salon owners, and industry leaders. This exhibition provides a vital platform for us to introduce our latest innovations and explore new partnership opportunities across the Asia-Pacific region.
Jaebum Lee (Derick Lee), CEO, Nail Ace: We aim to introduce our newest product innovations and directly gather customer feedback through face-to-face interaction. Cosmoprof Asia serves as a vital platform not only for showcasing our advances, but also for listening to our clients’ real needs. This helps us identify future product directions and connect with new partners who align with our values and vision. The exhibition allows us to stay agile and responsive in an evolving market.
Natalia Veleva, Business Development Director, Sofis S.R.L Group: Participating in Cosmoprof Asia represents a strategic opportunity for us to strengthen our brand presence across the Asia-Pacific region. We aim to expand our portfolio of clients and business partners, consolidating existing relationships and opening new distribution channels. We are also looking to identify new suppliers for our private label business, creating productive and research-driven synergies.
What are you presenting on the show floor?
Natalia Veleva, Sofis S.R.L Group: We will showcase our skincare lines inspired by K-Beauty, specially developed to suit the needs of European skin, along with sheet masks and a selection of professional makeup products designed with a creative and high-performance approach, suitable also for professional use. Our assortment is colourful, modern, and highly “Instagrammable”, tailored to a young, trend-conscious audience.
Julia Pilscikova, CARELIKA: We will showcase CARELIKA, our professional skincare brand developed and produced in France. Known for smart cosmetology and clinically supported actives, our line includes targeted solutions for aging, pigmentation, hydration, and skin renewal. Visitors will experience live treatment demonstrations showcasing how our protocols deliver visible, long-term results in salon and clinic environments.
Hyunjeong (Lenny) Park,Dos & Younique: We are showcasing Younique WS, our flagship professional LED facial device equipped with 2,340 LEDs and IR for clinically proven skin rejuvenation. It continues to lead the market with outstanding performance and treatment results. We are also launching the LED version of Younique W, a popular upper-body white tanning device, now enhanced with skin-rejuvenating LED technology. In addition, we are introducing a range of new personal care products designed to meet the evolving needs of Asian consumers.
Jaebum Lee (Derick Lee), Nail Ace: This year, we are proud to unveil a new AI-powered diagnostic device that analyzes problematic foot conditions.
How important is Cosmoprof Asia for your brand’s growth in the region, and what Asian consumer behaviors are shaping your product innovation?
Jaebum Lee (Derick Lee),Nail Ace: Though based in Asia, Cosmoprof Asia is truly a global event, where beauty professionals from around the world come together. For us, it’s a key moment to “plant seeds” through brand exposure and create lasting impressions with future customers. Many of today’s top nail and foot care technicians are Asian professionals working across the globe. Their insights and evolving needs heavily influence our product development, helping us catch global trends early and tailor innovations accordingly.
Hyunjeong (Lenny) Park, Dos & Younique: Cosmoprof Asia is a cornerstone of our strategy to expand in the Asia-Pacific region. Asian consumers are highly informed and prioritize performance, safety, and skin compatibility. Their enthusiasm for LED therapy and non-invasive skincare solutions has greatly influenced our product direction. Our latest devices are designed to meet these expectations with high-efficiency technologies that enhance the professional treatment experience while aligning with regional standards for aesthetic care.
Are you working on new business projects in the Asia-Pacific region?
Hyunjeong (Lenny) Park,Dos & Younique: Yes, we are actively developing new distribution partnerships across Asia, with a strong focus on China, Hong Kong, Japan, and ASEAN countries. In parallel, we are expanding our treatment protocol offerings and training programs to support partners and help elevate the standard of service in premium salons and clinics throughout the region.
Jaebum Lee (Derick Lee), Nail Ace: Yes, we have developed a new device designed specifically for the diagnosis and care of problematic feet. Our plan is to begin with the Asia-Pacific region and gradually expand to global markets. We hope this device becomes an essential solution in the professional foot care sector worldwide, bringing real value to both technicians and customers.
Natalia Veleva, Sofis S.R.L Group: Yes, we are currently exploring new distribution opportunities across several markets in the region, particularly Southeast Asia, Korea, and Hong Kong. We are also evaluating potential partnerships with local players for private label and contract manufacturing projects, with the goal of expanding our know-how and long-term commercial presence.
Julia Pilscikova, CARELIKA: Yes, CARELIKA is accelerating its growth across Asia-Pacific. We are already represented in China, Singapore and Malaysia, with Vietnam and South Korea launching soon. We’re actively developing new partnerships and exploring exclusive distribution agreements to bring our high-performance, certified skincare solutions to additional countries across this fast-growing and strategic region.
How do you find beauty trends in Asia differ from other global markets?
Hyunjeong (Lenny) Park,Dos & Younique: Asian beauty trends place a strong emphasis on skin clarity, radiance, and non-invasive care. Unlike the Western preference for bronzing or contouring, Asian consumers seek treatments that enhance their natural tone, soothe sensitivity, and support long-term skin health—objectives that our latest innovations are perfectly aligned with.
Jaebum Lee (Derick Lee), Nail Ace: The Asian beauty market is remarkably fast-moving in terms of development and transformation. While the focus was once largely on nail art, we are now seeing strong demand for professional care and wellness solutions. This shift towards functional beauty is reshaping both product categories and service models across the region.
Special Area and Events Spotlight
New for 2025, Cosmoprof Asia will be rolling out a deep dive into all things fragrance at Fragrance Avenue. The dedicated area will highlight the fragrance market, which is currently booming thanks to growing demand in the region. Expect immersive product experiences, engaging masterclasses, workshops and exclusive networking opportunities. In addition, Explorers by Esxence will showcase a section dedicated to niche and artistic perfumery.
Also a key feature for exhibitors and attendees will be Cosmoprof Asia’s renowned special events. Over 30 international experts will share their insights at round tables and presentations at CosmoTalks, while the dynamic live shows, demo sessions and expertise of industry influencers and professionals will take to the platform at Cosmo Onstage. In addition, the CosmoTrends report will guide operators, buyers, trend scouts and influencers to the hottest brands via special installations and an exciting CosmoTalks session.
As the most important beauty and cosmetic show in the region, Cosmoprof Asia 2025 offers a true industry, business and networking hub for professionals interested in tapping the exponentially booming Asia market. Attendees will be able to explore key country offerings such as those from China, Korea, Japan and the emerging Southeast Asian countries.
In addition, freshly branded segments and the new deep dive into fragrance will join fair favourites CosmoTrends, CosmoTalks and Cosmo Onstage. Add in the region’s most invaluable networking and this year’s show is anticipated to be the most dynamic yet.
For more information:
Cosmopack Asia – AsiaWorld-Expo 11-13 November 2025
Cosmoprof Asia – Hong Kong Convention & Exhibition Centre, 12-14 November 2025
Visit the Cosmoprof Asia website here
Contact Cosmoprof Asia by email: cosmoprofasia-hk@informa.com