The event combined product experiences with business networking. Alongside direct sales, numerous discussions took place between brands, retail partners, and beauty experts regarding future collaborations and distribution opportunities in the European market. The event was organized by Soulplus, a Germany-based beauty distribution and marketing agency specializing in the European market entry of Korean beauty brands.

In addition to numerous consumers, the event welcomed beauty shop owners, beauty and aesthetic studio professionals, and buyers from major retail companies. Around 30 influencers also covered the event on social media. The strong interest confirmed the growing demand for innovative K-Beauty products in the European market.

Participating Brands

mixsoon– Minimalist skincare with pure ingredients.

Equlib– Premium skincare for a healthy skin balance.

LALARECIPE– Vegan skincare for the daily beauty routine.

DEMIFLOR– Body and hair care for everyday use.

PLONTE– Natural active-ingredient skincare for radiant skin.

Hersteller– Premium beauty products with distinctive fragrance concepts.

LAB FOR YOU– Individual solutions for different skin needs.

ATTATION– Gentle care for sensitive skin.

IDPLA COSMETICS– Dermatologically inspired active-ingredient skincare.

VEMONTES– Professional skincare for beauty and aesthetic studios.

ETINNA– Modern color beauty with creative accents.

ONE DAY’S YOU– Simple and effective skincare for every day.

The pop-up highlighted the growing interest in Korean cosmetics in Germany. Consumers, industry professionals, and businesses came together to discover new brands, experience products firsthand, and establish new business connections.

Hidden Gems in Frankfurt connects Korean beauty brands with European retail partners, beauty professionals, and consumers, fostering sustainable exchange between the Korean beauty industry and the European market.