The Ministry of Trade, Infrastructure and Energy and Korea Trade-Investment Promotion Agency (KOTRA) has sponsored a New York and New Orleans-based K Beauty fair in order to promote small to medium sized K Beauty businesses in the US.

As part of the fair, KOTRA has arranged meetings between 20 Korean SMEs and 60 major buyers in the US market, with the aim being to improve the awareness of K Beauty brands in US – the largest cosmetics market.

The development follows the ongoing appetite for K Beauty and K Pop within the US, with 15 other companies taking part in a beauty and health conference hosted by the U.S. Global Market Development Center in Orlando. The conference will take place between 14th to 17th September where the companies will have the chance to meet 56 local retailers.