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.

This month, CIC Chief Inspirations Officer Leila Rochet has been shopping and gallery hopping in Seoul, traversing the K-beauty capital to source the latest cult products, cutting-edge innovations and creative inspirations to feed the agency’s trend division.

When it comes to Beauty it’s hard to beat South Korea for innovation - from ground-breaking formulations, game-changing trend directions and awe-inspiring retail concepts. And retail has never been so dynamic, propelled by local brands that play with the codes of K-style.

Read on to discover 3 of Leila’s Seoul retail highlights:

1. ADER ERROR

518-11 Sinsa-dong, Gangnam-gu, Seoul

Image - Copyright - Cosmetics Inspiration & Creation

ID Sheet: Known for bold and ultra-creative in-store experiences and conceptual fashions, Ader’s latest store takes a sci-fi leap into the future of multi-reality store design. Part retail store, part art gallery, the space is dedicated to the brand’s progressive vision and challenges customers to interact with their surroundings. Ader is also phygital retailing pioneer - customers can shop and try on goods virtually via Zepeto, take an online VR tour, or interact with in-store digital artworks and interfaces.

Inspiration Seeds: The store’s emphasis on experience encourages customers to truly discover, and engage with, the products. The giant fountain at the centre of the store is a highlight, but in the Ader world nothing is quite as it seems: a changing room can also double as a noraebang singing room, fixtures and fittings move on demand.

2. WIGGLE WIGGLE.ZIP

1 Eonju-ro 168-gil, Gangnam-gu, Seoul

ID Sheet: This joyful multilevel concept store truly lives up to the lifestyle brand’s motto of, “let's make the obvious fun”. And so, over four floors, you will discover a riot of super-colourful homewares, accessories, pet products, toiletries and trinkets featuring the brand’s signature flower or bear motif.

Inspiration Seeds: A favourite with K-Pop icons including BLACKPINK’s Jennie, Wiggle Wiggle.Zip is unapologetically playful. The store features a number of key interactive areas that are primed for Instagram photos and TikTok videos, where shoppers can pose with props against colourful backdrops, hang around in ‘upside down’ rooms or try out toiletries in a section styled like a cutesy home bathroom.

3. THE PERFUME CLUB BY SOOHYANG

28 Seongsui-ro 7-gil, Seongdong-gu, Seoul

Copyright - Cosmetics Inspiration & Creation

ID Sheet: This unique perfume gallery plays to rising connoisseurship by presenting a library of scents. Situated in a former perfume factory, the under-the-radar retail space and workshop is purposefully moody and mysterious, creating a sophisticated environment in which to discover luxury scents by Soohyang.

Inspiration Seeds: This hidden gem in the upcoming neighbourhood of Seongsu is dedicated to the discovery of new scents. Presented as a social space where people can come together over a common interest in scent, it is a unique space that perfectly illustrates Seoulista’s rising interest in perfumes.

The CIC Take:

Our bespoke Inspiration Tours are uniquely tailored guides to key cities covering retail, galleries, museums, architectural hot spots, and the coolest places to eat and drink. Our partners, Latitude37, are our boots-on-the-ground in Seoul, and as local retail experts - we work closely with the Latitude team to ensure our guides are packed with the latest hotspots and openings.

Following our recent research trip, we can also compile a detailed Retail Report where we will explore the latest openings, consumer shifts and social influences impacting Seoul’s dynamic retail scene.

If you are interested in an Inspiration Tour of Seoul (or any other Beauty city) or a Retail Report please drop us a line today to discuss your needs!

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