At the heart of Korea’s biotech and beauty innovation hub, the Osong Beauty Fair 2025 offered a fascinating glimpse into how K-beauty continues to evolve - fusing science, biotechnology, and emotional care into next-generation formulations.

This year’s fair highlighted a scientific renaissance within Korean beauty. From exosomes and PDRN (now sourced increasingly from plants to meet global clean expectations) to bio-active waters replacing traditional purified bases, the focus was clear: skin performance and biological intelligence are the new frontiers of care.

Brands such as Medical Cosmetic Nine Tails showcased EXO-NANO - a nano-sized cream technology claiming to penetrate up to 2.5 mm beneath the skin - illustrating how deep-tech language and measurable efficacy are becoming integral to storytelling.

Vinci Code No.7 UV Smart Sun Cushion, *Myung Sung Corp Capsule Cream,* Beauty Preference Test

The fair also revealed a growing experiential and diagnostic dimension in beauty. The “Beauty Preference Test” experience organized by the Expo guided visitors to booths based on their skin profiles - showing how data-led personalization is extending from online platforms to physical spaces.

On the innovation side, Blossom K Beauty Co., Ltd., impressed with its latest project, Da Vinci Code No.7 UV Smart Sun Cushion, integrating a UV camera to visualize sunscreen application - a smart, tangible example of how tech and care are merging into real-time feedback systems. The project will be launched on Wadiz, the funding platform end October 25.

Another innovation was from Myung Sung Corp, a company that developed a patented technology to encapsulate the cream into tiny balls that you break into your hands before applying on the face.

Other innovation deciphered by our specialists was O’Labs, emphasized the use of deep-sea water, rich in electrolytes and over 70 minerals, aligning skincare closer to the body’s natural chemistry, or Pure Lotus, a probiotic skincare brand based on fermented lotus from the Jeju Island.

The CIC Take

Osong Beauty Fair 2025 confirmed that K-beauty’s next wave is biologically intelligent, sensor-driven, and increasingly rooted in scientific transparency.

As we continue to track these evolutions with our partners at Latitude 37, this convergence of biotech, data, and design signals a new era of intuitive science - where formulas think, adapt, and connect more deeply with the skin.

Contact us for any information, Tour in Seoul or to order our latest Trend Book on the next wave of K-Beauty.