Italian Beauty Days 2026 participants engage in business discussions at High Street Italia in Sinsa-dong, Gangnam District in Seoul, April 20. Korea Times photo by Anna J. Park
Italian beauty companies are stepping up their push into Asia’s most dynamic cosmetics market at Italian Beauty Days 2026, a two-day event in Seoul that brings together 16 Italian brands with Korean buyers for business-to-business (B2B) meetings, product showcases and technology demonstrations.
Organized by the Italian Trade Agency in collaboration with the Cosmetica Italia association, the event — now in its third year — aims to expand Italian companies’ presence in Korea while fostering cross-border partnerships.
The event highlights a wide range of products, including skincare, haircare, fragrances and professional beauty solutions, alongside emerging technologies such as AI-powered skin analysis tools.
Anna Rita Sollazzo, center, CEO of Italian haircare brand Right Color, sits alongside co-founder Domenico Di Terlizzi, right, and sales representative Martina Glusto during Italian Beauty Days 2026 at High Street Italia in Sinsa-dong, Gangnam District, Seoul, April 20. Korea Times photo by Anna J. Park.
For many participating brands, Korea represents both an opportunity and a challenge. Known for its highly competitive and trend-driven beauty industry, the country is often seen as a testing ground for global expansion.
“We are a relatively young brand, founded in 2017, and Asia is already our biggest market,” said Anna Rita Sollazzo, founder of Italian haircare brand Right Color. “Since we don’t yet have clients in South Korea, we wanted to explore whether this market is suitable for our products and find potential partners.”
Technology-driven companies are also seeking to tap into Korea’s advanced beauty ecosystem. Dermaself, an Italian beauty tech startup, showcased its AI-based skin analysis platform, which goes beyond standard diagnostics.
Dermaself CEO Elena Setaro presents her company’s AI skin assessment program at Italian Beauty Days 2026 at High Street Italia in Sinsa-dong, Gangnam District in Seoul, April 20. Korea Times photo by Anna J. Park
“The main difference between our AI and others on the market is that we don’t just identify general issues like acne or wrinkles,” said CEO Elena Setaro. “We analyze different types of skin imperfections and recommend products based on ingredient intelligence, not just categories.”
Setaro emphasized that Korea’s sophisticated consumers and retailers make it an ideal environment for innovation. “This is a market that truly understands the value of personalized beauty experiences,” she said, adding that the company hopes to build partnerships with local brands and retailers.
Lucrezia Del Papa, head of business development of Olivella, participates in the Italian Beauty Days 2026 at High Street Italia in Sinsa-dong, Gangnam District in Seoul, April 20. Korea Times photo by Anna J. Park
Meanwhile, heritage-driven brands are leveraging Italy’s long-standing traditions to appeal to Korean consumers. Olivella, a skincare company rooted in olive oil production, is positioning itself through its Mediterranean identity.
“Our company started as a food business in 1945, producing olive oil, and later expanded into skincare,” said Lucrezia Del Papa, head of business development. “We want to expand further in Korea by connecting with more retailers and distributors.”
The company recently introduced a patented roll-on cleansing oil inspired by fashion weeks around the world, designed for quick and effective makeup removal — an innovation aimed at both professionals and travelers.
Italian Beauty Days 2026 participants engage in business discussions at High Street Italia in Sinsa-dong, Gangnam District in Seoul, April 20. Korea Times photo by Anna J. Park
According to Ferdinando Gueli, head of the Italian Trade Agency in Seoul, the initiative has already begun to yield tangible results.
“Over the past three years, Italian Beauty Days has provided valuable opportunities for Italian brands to connect directly with Korean buyers,” he said. “As successful collaborations continue to grow, we plan to expand the event and further strengthen partnerships between the two countries.”