Italian Beauty Days - Seoul, the event organised in South Korea's capital city by the Italian Embassy in Seoul and ITA – Italian Trade Agency, in collaboration with Cosmetica Italia – the personal care association, has successfully concluded. The event, held from 17 to 19 April at High Street Italia, presented the latest trends in the Italian cosmetics industry and was attended by beauty editors and local media, industry professionals and influencers.

As an institutional partner and leveraging its 55 years of experience in the beauty market, Cosmoprof Worldwide Bologna played a significant role in the event. It offered participants a captivating glimpse into its distinctive trade fair format, which has propelled it to become the world's leading B2B event in the beauty sector.

To celebrate the 140th anniversary of relations between Italy and Korea, Italian Beauty Days - Seoul featured a talk show where makeup artists and hairstylists presented the main Italian beauty trends to the local audience. Afterwards, a 'beauty tour' allowed participants to discover Italian beauty brands that are not yet present in Korea’s market, and a networking event created new contacts and business relations between Korean operators and Italian beauty industry representatives.

Ferdinando Gueli, director of the ITA agency in Korea, said: "Given the increasing interest of the Italian cosmetics industry in the success of K-Beauty in foreign markets, we are seeing an increase in Italian beauty brands planning to enter the Korean market. He added: "Through this event, we hope to promote exchange between the Italian and Korean beauty industry and offer Korean consumers more opportunities to use Italian beauty brands.