wanda chin, working as a product developer at kester black in austrailia

K-beauty expo held at KINTEX Ilsan (217-60 KINTEX-ro) from September 11 to 13, 2025

At a bustling K-Beauty trade exhibition in Seoul, representatives from Kester Black (https://kesterblack.com.au/?srsltid=AfmBOorHHC2YrTMuGHZxCzdui5qSu_H32gxUlqeC_CFkL9tenDEGxSBX  ),  an Australian cosmetics brand, shared their vision of expanding into new markets while deepening connections with Korean manufacturers. 

The company, already recognized in Australia and New Zealand for its color cosmetics—notably lipsticks and mascaras—came to Korea to explore opportunities in OEM and packaging supply. “We know K-Beauty is popular everywhere,” said the company’s representative. “This is our first time at this show, and we’re excited to meet suppliers and discover trends that are very different from what we usually see in Australia.” 

Kester Black also runs a cosmetic product development consultancy back in Australia, helping brands bring innovative formulations to market. 

According to the representative, Korean beauty brands stand out globally because of their creativity and innovation in formulas, particularly in mascaras and active-infused makeup. 

The brand reports annual revenues of around one million dollars and focuses primarily on Western markets, with future plans to expand further into Europe and the UK. While Southeast Asia is growing rapidly, Kester Black’s target demographic remains largely Caucasian consumers in Australia and beyond. 

When asked about global beauty trends, the spokesperson pointed to the rise of hybrid products—cosmetics that combine skincare and makeup benefits, such as sunscreen-infused foundations or active-based formulas. “In the past decade, natural and organic products were in demand, but now we see a shift toward clean beauty and scientifically driven solutions,” they explained. 

As for vegan products, once a major industry buzzword, interest appears to be waning. “Vegan was more popular a few years ago,” the representative noted. “Now, consumers are less focused on labels and more on efficacy and performance.” 

Overall, the visit to Korea underscored the importance of cross-border collaboration. “It’s fascinating to see the differences between Korean and Australian markets,” the representative concluded. “This show has given us valuable insights, and we look forward to building lasting partnerships with K-Beauty innovators.”