Skip to main content


AMOREPACIFIC Corporation sponsors the 2nd MakeUp in Seoul

Company 2015-04-16

AMOREPACIFIC Corporation (CEO Shim Sang-bae) sponsored the 2nd edition of MakeUp in Seoul, a global B2B makeup exhibition held in Conrad Hotel in Yeouido, Seoul from April 15 to 16.

The “MakeUp in” series is a leading global B2B makeup exhibition hosted by the French exhibition agency Beauteam that is held in leading cities in the beauty world, including Paris, London and New York and Seoul. The second edition of MakeUp in Seoul successfully boasted about the remarkable growth of the Korean cosmetics industry revealing the rise of K-beauty and prestige of Seoul that has emerged as a global beauty trend-leading city. 

Attending this event were more than 40 Korean and international companies specializing in manufacturing cosmetic products (OEM), research and development, marketing and design as well as buyers and industry experts, who showed a high interest in the Korean makeup industry. 

The event introduced the latest makeup trends in Europe, the Americas and Asian countries through a makeup show and conference. There were also various programs discussing on the future growth potential of dynamic Korean and international makeup industries. The Cushion conference was held in the afternoon on April 15, the first day of the event. At the conference, AMOREPACIFIC R&D Center Makeup Research 2 Team Manager Choi Kyung-ho gave a special speech on the development background of the Cushion. Speaking on behalf of AMOREPACIFIC Corporation, he proved the brand presence as the originator of the Cushion. The innovation and global performance of the Cushion is changing the makeup culture of the whole world through a new product category called Cushion-type makeup, and it has attracted considerable attention from foreign visitors. 

Meanwhile, AMOREPACIFIC Corporation organized a HERA Lounge and a makeup show during the’MakeUp in Seoul’ event to introduce the innovative products of HERA, a leading K-Beauty brand. Hera also plans to hold a makeup show three times a week and demonstrate the latest makeup trends among women in Seoul, under the theme, SEOULISTA which refers to Seoul women who are leading global beauty trends.